As you know by now, I’m a big fan of “weeks.” From Social Media Week to Brandweek and every week in between, these extended marketing and info-sharing gatherings are a great way to concentrate efforts around central themes. But this week is the best week of all.
I’m not talking about the combination of turkey, family, Friendsgiving, and cyber sale price slashing, although they all bring me joy. I’m talking about The Week of Greatness.
For the past eight years, Foot Locker has dubbed the week leading up to Thanksgiving “The Week of Greatness.” This year’s campaign delivers apocalypse-themed content highlighting the sneaker community’s commitment to do whatever it takes to get their hands on footwear fire.
This was Nue’s first time working WOG. It’s exciting to be involved in a campaign as star-studded as this. A commercial spotlights the lineup of top-tier talent across sports, entertainment, music, and fashion. Foot Locker features Anuel AA, DaBaby, Anthony Davis, Ryan Destiny, Karol G, Kyle Kuzma, Alex Morgan, Megan Thee Stallion, and Juice WRLD, while Kids Foot Locker highlights Young Dylan, Sophia Pippen, and Zaza.
The world’s greatest athletes, artists, and breakout stars understand what it means to get their hands on the latest drops. And sneakerheads are almost as rabid as musicians’ fanbases, so collaborations like this make a lot of sense.
The commercial was shot in Downtown L.A. on Halloween. The featured talent enacts over-the-top scenarios that sneaker enthusiasts face — such as unlikely alien encounters, zombie epidemics, and meteor storms — en route to a fresh pair. “No Matter What” illustrates the universal truths and mutual passions shared within the sneaker community.
This was an all-hands-on-deck project with worldwide agency BBDO at the helm. An all-star consortium of Foot Locker executives and talent teams brought together magic moments at the speed of culture. Soccer star Alex Morgan and hip-hop sensation DaBaby made such a fun teaser. Some of the stars even kept their face paint and make-up to scare passersby well into the night.
Watching the comments and the consumer excitement is what it’s all about. In this day and age, the more the community and fans do the championing, the better. Fan marketing in 2019 makes the power of traditional “word of mouth” seem insignificant.
This Week of Greatness, Foot Locker is rolling out a curated collection of sneaker and apparel launches from Nike, Jordan, Adidas, PUMA, Converse, Super Heroic, Champion, and more. The product assortment is available starting Thursday, Nov. 21 at Foot Locker and Kids Foot Locker, both in-store and online. Visit Foot Locker’s Release Calendar and Launch Locator to find more information on drop dates and release procedures.
Foot Locker also prepped select participants with “Sneaker Survival Kits” to help sneaker lovers and their shoes make it through the apocalypse. Watching artists like DaBaby get gifted these items live is nothing short of hilarious. Foot Locker will also host a variety of “No Matter What” activations in its Community Power Stores, including a large buildout in Eastpointe, Michigan featuring a UFO-themed photobooth.
Stay tuned for more amazing Foot Locker content to round out December. The Foot Locker team really ‘gets’ culture and how to leverage their dominance in the space. Dare I say… sneaker commercial of the year?!?!