FOOT LOCKER
“WE SEE THINGS DIFFERENTLY”

Sneakerheads are a singularly obsessed people. Their field of vision is always sneakers first—the rest of the world fades in the background. For this year’s NBA All-Star Weekend, we reimagined the iconic All-Star Dunk Contest from the perspective of a true sneakerhead. Instead of seeing an epic dunk play out, our sneakerhead characters see only one thing: a bodiless pair of fresh sneakers dribbling down the court.

To define the commercial’s tone as distinctly Foot Locker’s own, we tapped renowned director Andreas Nilsson to create a whimsically surreal spot. To further contextualize and imbed the spot into sneakerhead culture, the spot features cameos by celebrity sneaker designer Jerry Lorenzo and sneakerhead NBA player Lance Stephenson. This spot aired on national TV and was viewed +4.7 million times on YouTube.

Copywriter: Min-Woo Park
Director: Andreas Nilsson
Production: Biscuit Filmworks
Post: Work Editorial, Blacksmith, Company 3, Sonic Union

STILLS

PRESS

Ad Age (Editor’s Pick)
Adweek
The Drum (US Creative Work of the Week)
Little Black Book