New Foot Locker creative celebrates the lengths sneakerheads will go ‘Because Sneakers’

To celebrate the impressive extremes that sneakerheads and basketball fans alike will go to get the kicks they have been dreaming of, Foot Locker released “The Letter,” a comedic TV and digital spot by the shoe brand that showcases just how far someone will go to get their hands on a coveted pair of Nike Air Max shoes.

The campaign launched online, followed by the TV spot airing on ESPN during the live broadcast of the NBA Draft on 20 June, 2019. The ultimate sneakerhead, Houston Rockets forward, P.J. Tucker, singer and model Pia Mia, and actor JD McCrary star in the spot alongside a plethora of Nike Air Max silhouettes, ranging from the Air Max 95 to Air Max Plus as they fulfill what they believe to be a budding sneakerhead’s dreams, with a humourous twist.

“Everything we do at Foot Locker we do Because Sneakers, and we know our customer’s every impulse and motivation revolves around their love of sneaker culture,” said Patrick Walsh, Vice President of Marketing, Foot Locker North America.

“Because Sneakers represents a shared belief and comes to life in this spot as we see a young sneakerhead go to extreme lengths to convince real-life stars to aid in his quest to secure coveted sneakers.”

“Anyone who knows me, knows that sneakers are in my DNA, so of course I am excited to be working with Foot Locker as part of their ‘Discover Your Air’ campaign,” said Tucker. “Whether you are on or off the court, you always need to bring your A-game when it comes to style, and I know all too well what it is like to chase those elusive kicks.”

Created by worldwide agency BBDO, the campaign can be viewed on YouTube and on Instagram.

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