Foot Locker’s signature employees and influencers including Yung Gravy, Bia, Lunya, Ye Ali, Ralph Romeo, Orange Calderon and Tamara Dhia all come together to celebrate the joy of sneakers in the sports retailer’s festive ‘Foot Locker Holiday House Party’ festive campaign.
Developed with agency 72andSunny New York, the campaign is fronted by a line-up of Foot Locker signature employees – also known as ‘Stripers’ do to the brand’s signature black and white striped in-store uniform – and built around a mobile-first hero film shot completely shot on iPhones by the ‘partygoers/employees’ themselves.
The aim was to captures the atmosphere and feeling of a night out with the Foot Locker family – inspired by the way everyone parties today.
Each party depicted in the campaign includes a surprise sneaker/trainer moment – from kicks being delivered down the chimney, a left-field sneaker fridge, or a Jordan tracksuit – and the narrative’s story arc plays out through a frenetic camera phone relay.
‘Foot Locker Holiday House Party: Your Sneaker Home for the Holidays’ dropped on 10 November in the USA and Europe and was backed by a supporting set of social content.
The lead commercial was helmed by French female directing duo Chaos through production company By Association (which describes itself as ‘an international creative collective using an inclusive, intimate and intuitive approach to bringing innovative, diverse narratives to life’).
“This campaign was an experiment in influencer storytelling,” explained 72andSunny Creative Director Peter Hughes. “Tapping influencers has become a standard, if not essential, part of any modern campaign. We reimagined how to use them, not just as a social media megaphone, but as our storytelling device. We brought these diverse creators under one roof, had our story unfold throughout the house, and let each influencer capture it through their unique lens.”
Directors Chaos added: “Like a relay race, our holiday party is one epic scene after another, and our iPhone is the baton that ties it all together. We did this by giving each influencer an iPhone to film their POV and get different perspectives. And just like when copping a fresh pair of Air Jordans, everyone’s got their eye out for something unique.”
Comment
This is quite a fresh feeling and impactful festive sports retailer campaign.
The employees, who were cast through an invitation mechanic across US Foot Locker stores, play the role of party hosts as well as the voice of the brand as they invite people and viewers to connect through their love of sneakers in a way that aims to showcase the diversity and inclusivity of sneaker culture.
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