The creative setting for Foot Locker’s eighth annual ‘Week Of Greatness’ mass product drop is the imagined end of the world: the campaign is set on the earth’s worst day – with an alien invasion, meteors showers and zombies roaming the streets – and yet sneakerheads still have reason to celebrate in the form of the retailer’s annual ‘Week of Greatness.’
The campaign, developed in harness with creative agency BBDO New York, is marketed through a campaign led by a hero short film called ‘No Matter What’ which features famous athletes and sneakerhead influencers battling through the apocalypse to get hold of the latest trainers.
Some of the athletes in the spot include NBA stars Anthony Davis and Kyle Kuzma and soccer star Alex Morgan and they are joined by sneakerfans such as Jay Versace, DaBaby and Sophia Pippen, Megan Thee Stallion and Anuel AA.
The spearhead spot starts with a newscaster announcing the trifecta of disaster – aliens, meteors and zombies – means the end of the earth. And yet sneaker lovers maintain a positive outlook thanks to new Foot Locker shoe drops by Nike, Puma and Vans.
Indeed, the shoe lovers seem largely oblivious to the mayhem and instead focus on the coveted new kicks.
Morgan, Davis and Young Dylan take cover in a Foot Locker store to evade the screaming hordes trying to order Nikes, musician Karol G hits a zombie in the head in her Nike Air Max 97s, while rapper Juice Wrld shoves away a zombie with a pair of Vans.
The campaign was created by a team at agency BBDO New York which included Chief Creative Officer BBDO Worldwide David Lubars, Chief Creative Officer BBDO New York Greg Hahn, Executive Creative Directors Danilo Boer and Marcos Kolthar, Associate Creative Directors Martins Zelcs and Bryan Stokely, Copywriter James Henderson, Art Director Ellen O’Donnell,Planning Director Zach Kula, Director of Integrated Production David Rolfe, Executive Producer Anthony Curti, Producer Corie Rosenblatt, Music Producer Julia Millison, Senior Business Manager Heather Weissman, Account Director Janelle Van Wonderen, Account Manager Raymond Dorcely JR and Account Executive Jackie Silver.
The production company was Reset Content with Director Markus Walter, Director of Photography Jeff Cronenweth, Managing Director Dave Morrison, Executive Producers Deannie O’Neil and Jen Beitler, Head of Production JP Colombo,Producer Veronica Madrigal, Editorial MackCut Editorial, Editor Gavin Cutler, Assistant Editor Nellie Phillips and Executive Producer Gina Pagano.
Visual effects were by Blacksmith with VFX Supervisors Tom Bussell and Daniel Morris, Blacksmith Color Mikey Pehanich, Executive Producer Charlotte Arnold, Senior Producer Bindy St Leger, 2D Compositors Robert Bruce, Yebin Ahn and Selim Yang, 3D Generalists Olivier Varteressian, Tuna Unalan and Vitaliy Burov, FX Artists Rick Walia and Hassan Taimur and Matte Painter Kristin Johnson.
Sound design was by Trinitite with Sound Designer Brian Emrich, Sound Engineer MackCut and Engineer and Sound Design Sam Shaffer.
Comment:
Foot Locker’s ‘Week Of Greatness’ marketing campaigns are a now established as a blend of Black Friday and Christmas blockbuster marketing led by epic commercials which are pieces of entertainment in themselves.
This year’s offering is no exception.
Links:
Foot Locker
BBDO New York
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