Footaction taps Sheck Wes, Theo Martins, Cary Fagan and LVRN as creative directors
Footaction, a retailer of athletic-inspired footwear and lifestyle apparel, launched “No One Way,” its latest creative campaign that celebrates the new wave of emerging creators who influence what is next in style, art and culture.
The brand appointed four creative directors who represent the next generation of talent bringing style and creative vision to life in the cities that drive culture forward. The partners include rapper/model/designer Sheck Wes, designer/music artist/podcaster Theo Martins, photographer Cary Fagan and creative collective LVRN.
Throughout the partnership, all four creators will style lookbooks featuring the brand’s latest autumn trends, host in-store experiences and tell the stories of their respective cities through digital content.
“Footaction’s ‘No One Way’ campaign represents the determination to stand out and blaze your own path,” said Ken Side, Vice President and General Manager for Footaction.
“We are thrilled to be working with emerging creators like Sheck Wes, Theo Martins, Cary Fagan and LVRN who embody the No One Way ethos. They are driving what is next in men’s style through the youth and hip-hop culture that shapes it.”
Throughout the month, consumers will be able to shop lookbooks from each creator that show off their personal aesthetic, featuring classic footwear styles from Nike, adidas, New Balance, Vans and Puma, as well as nostalgic 90’s apparel and accessories including the brand’s newest exclusive, Champion x King Saladeen co-lab.
The lookbook products, available online on the brand’s website and in select brand stores, will offer inspiration to customers looking to elevate their style this autumn.
“It is a cool opportunity to partner with Footaction and be a part of this movement,” said artist Sheck Wes. “Us youth are the ones steering the culture and I want to empower kids like me to prize their own creativity and self-expression.”
The brand and LVRN kicked off the in-store experiences for consumers in Atlanta, hosting a casting call for three lucky winners to participate in the campaign. The brand will be hosting three additional in-store experiences with Theo Martins in Los Angeles, Cary Fagan in Houston, and Sheck Wes in Brooklyn.