Even during the apocalypse, Foot Locker gives sneakerhead celebs reasons to celebrate
On Earth’s worst day – aliens invade, meteors shower down and zombies eat everyone – sneakerheads still have a reason to celebrate being alive: the ‘Week of Greatness.’
Foot Locker celebrates Week of Greatness
The imagined end of the world is the setting for Foot Locker’s eighth annual mass product drop. In a short film titled ‘No Matter What’, famous athletes and sneakerheads, including NBA stars Anthony Davis and Kyle Kuzma and soccer star Alex Morgan, battle through the apocalypse to get their hands and feet on new shoes.
“The sneaker community is a passionate group that will go to great lengths to secure highly coveted kicks,” said Patrick Walsh, vice-president of marketing for Foot Locker, North America. “Week of Greatness is our opportunity to celebrate youth culture and acknowledge their dedication, in a fun and engaging way.”
‘No Matter What’ opens with a newscaster essentially stating that the trifecta of disaster is the end of the Earth, while sneakerheads adopt a sunnier outlook, thanks to new shoe drops by Nike, Puma and Vans. Many seem oblivious to the carnage around them, instead focusing on the coveted new kicks, while others do whatever it takes to get the latest product.
Morgan, Davis and Young Dylan are seen taking cover in a Foot Locker evading the screaming hordes trying to order Nikes, while singer Karol G smacks a zombie in the head in her Nike Air Max 97s, and rapper Juice Wrld nudges a zombie with a pair of slick Vans. Other sneakerfan stars include Jay Versace, DaBaby and Sophia Pippen, Megan Thee Stallion and Anuel AA.
During this eighth Week of Greatness, Foot Locker is rolling out a curated collection of sneaker and apparel launches from Nike, Jordan, Adidas, Puma, Converse, Super Heroic, Champion and more. The product assortment is available at Foot Locker and Kids Foot Locker, both in-store and online.
Foot Locker also prepped a select few in the sneaker community with ‘Sneaker Survival Kits,’ to help sneaker lovers and their shoes make it through the apocalypse. Foot Locker will host a variety of ‘No Matter What’ activations in its Community Power Stores, including a large buildout in Eastpointe, Michigan featuring a UFO-themed photobooth.
Foot Locker’s No Matter What campaign was created by BBDO.
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