Late December saw Foot Locker link with Jordan Brand and Gatorade for the launch of a joint holiday campaign featuring NBA star Kawhi Leonard.
Led by a spearhead spot called ‘Bold Like Kawhi’, the creative comically highlights an unexpected ‘day in the life of Leonard’ in his new Air Jordan I OG High Gatorade sneakers.
The ad, created by worldwide agency BBDO, also features cameos by Leonard’s San Antonio Spurs teammate LaMarcus Aldridge and rapper Nipsey Hussle.
The spot stars with Leonard in a locker room, unwrapping a holiday gift from Aldridge. The gift box contains an orange flavorway pair of Gatorade AJ Is which causes Leonard, well known for his focused, even-keeled demeanor, to have an unusually crazy day in his ‘bold’ (Gatorade brand colour) new shoes.
The narrative story sees him do karate, drive a low-rider, hang out in a recording studio with Hussle, party at a nightclub – all the while he chronicles the day on social media.
Indeed the social media style of the creative is consolidated in the copy when Leonard is asked by a reporter about his day and replies “I was hacked”.
The spot stars a premium assortment of the Air Jordan Gatorade Collection: including the Air Jordan I OG High Gatorade in four flavorways (Orange, Lemon Lime, Grape and Cool Blue) which launched on 26 December and Air Jordan VI Gatorade (launched 30 December).
The spot debuted digitally on the retailer’s digital and social channels and then aired on TV on ESPN during the NBA Christmas Day games on 25 December.
“I had a ton of fun partnering with Foot Locker and Jordan Brand to show off another side of my personality that most fans don’t get to see every day,” said Leonard.
“Being part of a holiday campaign that pays homage to the original ‘Be Like Mike’ Gatorade ad is really special.”
“We were thrilled to partner with Kawhi Leonard for our Jordan holiday campaign,” said Patrick Walsh, VP of Marketing for Foot Locker North America, “We all know Kawhi is bold on the court, but highlighting his style and confidence in the new Air Jordan Gatorade Collection will help all of our customers at Foot Locker make bold sneaker selections this holiday season.”
Comment:
Now we aren’t saying Leonard’s reputation is for being the NBA’s best known ‘boring’ baller, but, hey, we like the commercial’s character reversal.
Foot Locker, a specialty athletic retailer with more than 3,350 stores in the USA, Canada, Europe, Australia, and New Zealand, continues to extend its alliances not just just with footwear brands, but also with other sport-related companies beyond the retail and apparel segments.
Links:
Foot Locker
BBDO
