Foot Locker’s ‘Sneaker Season’ campaign, which launched on 5 July, seeks to add new sports footwear to the list of regular consumer summer stalwart purchases as its begins its annual push for back-to-school front-of-mind.
The campaign, the first marketing work from the company’s new global creative agency of record Preacher which began working with the retailer in March after winning a competitive pitch, aims to offer a fresh perspective on fresh kicks for anyone and everyone either heading back to school or work after the summer, or merely readjusting to their daily routine.
The work sees Foot Locker trainer experts/store assistants – known as ‘Foot Locker Stripers’ – welcome sneaker shoppers of all ages and demographic segments and lend their sports shoe expertise with freshly picked kicks from the brand’s exclusive new summer range.
The ‘Sneaker Season’ campaign was spearheaded by a series of 30-, 15- and 06-second spots running nationally on connected TV and Meta, supported by social content on TikTok and Meta.
In parallel with the ad creative, Foot Locker is also making an impact in local communities throughout the back-to-school season with a series of in-store events in August celebrating ‘Sneaker Season’ and focused on ‘giving back’ which will include food from local vendors, sneaker cleaning stations, programming for kids and young adults and special appearances.
“This campaign was all about getting everyone ready to not just go back to school, but to go back to daily life at the turn of the season,” said Preacher Chief Creative Officer Rob Baird. “To do that, we wanted to position Foot Locker as the place to find the freshest kicks, and that’s where ‘It’s Sneaker Season’ was born. Naming this ‘back-to-everything’ time of year freed us up to create a campaign with strong visual devices that speak to Foot Locker’s abundance and ripe pickings.”
The campaign was commissioned by a team at Foot Locker which included General Manager Jill Feldman, Global Marketing Leader Holly Tedesco, Brand Manager Adam Herstig, Content Manager Kyle Willebrands, Content Producer Christine Banaraes, Marketing Directors Simone Griffith and Pavan Paditar, Partnerships Manager Jason Karlowski, Marketing Managers Alekza Latte and Lindsay Logan, Manager Marcus Morrow and Operations Director Taylor Howell.
The group which worked on the campaign at creative agency Preacher was led by Chief Creative Officer Rob Baird and Chief Executive Officer Krystle Loyland, as well as Chief Strategy Officer Seth Gaffney, Brand Director Jenalisa Trevino, Brand Manager Mckenna Caughey, Associate Creative Director Grant Piper, Associate Creative Director Matthew Bottkol, Copywriter Justin Grady, Art Director Gina Senese, Designer Candice Balbuena, Artists Anmei Ladeau and Seth Jones, Strategist Zachary Stubblefield, Executive Producer Stacey Higgins, Producers Kasia Olczak and Aggie Ryan, plus Business Affairs Manager Carianne Humpal.
Production was handled by Ruckus Films with Director JJ Adler, Executive Producer Greg Jones, Head Of Production Sabrina Mossberg, Line Producer Taeko Masuyama, Production Supervisor Jill Van Buren, Director Of Photography Damian Acevedo, Photographer Rob Montgomery, Retouching Mike Campau, Stylist Sal Sallie, Production Designer Patrick McGee and was by casting Paskal Rudnicke.
Post production and VFX was by Cartel’s Executive Producer Viet-An Nguyen, Producer Cassandra Guardado, Editor Eddie Ringer, Edit Assistant Jill Sarao, Edit Assistant Scott Beatty, Finish Transformer, Head Of Production Emily Avoujageli, Producer Sam Cesan and VFX Artists Casey Price and Ted Stanley.
Additional post production and VFX was also by Trafik, Colourist Dimitri Zola, Colour Producer Julia King and Coordinator Andy Zhao.
Comment
This campaign, the first work for Foot Locker from Preacher, will be followed by a much-awaited new global brand platform and integrated marketing campaign for the retailer in Autumn 2023.
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