We’ve all seen the lines of customers wrapped around buildings and down city blocks outside shoe shops on the day a new model drops, and the frantic social media posts as sneakerheads get their hands on the latest kicks. But would the obsession take a backseat in the face of a zombie infestation, alien invasion or catastrophic meteor storm? What if they all happened at once?
The new 90-second spot opens with a TV newscaster announcing the “worst week ever” as people run past a ransacked building fleeing zombies, UFOs and meteor strikes. Then it cuts to a gleeful teen in the midst of the rubble holding up a brand new sneaker. “Best week ever,” he says as he stares at the shoe in awe.
Turns out the Week of Greatness—when Foot Locker rolls out a curated collection of sneaker and apparel launches from top brands—hasn’t been canceled despite the apocalyptic developments. And during the Week of Greatness, nothing can dampen the spirits of sneakerheads.
“We know sneakerheads are willing to endure almost any hardship to get the shoes they want,” said Bryan Stokely, associate creative director for BBDO New York. “Whether it’s endless lines, pouring rain or refreshing websites at 3 a.m.—they won’t stop until they get the sneakers.”
Several celebrities are featured in the spot, including 4-year-old Instagram star ZaZa, rapper Megan Thee Stallion and Los Angeles Laker Anthony Davis, who asks for his shoes in a size 16.
In addition to the video spot, the campaign includes a limited edition Sneaker Survival Kit for customers to stockpile for the end of the world. There are also several “No Matter What” activations in Foot Locker’s Community Power Stores in New York, Detroit, Philadelphia, London, Liverpool and Hong Kong. A large buildout in Eastpointe, Mich. features a UFO-themed photo booth.
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