Foot Locker Europe + adidas Originals launch new campaign for the adidas Originals ‘Hard Court Defender’ mid cut sneakers via AMV BBDO
Foot Locker Europe and adidas Originals have launched a new campaign for the exclusive adidas Originals ‘Hard Court Defender’ mid cut sneakers via AMV BBDO.
The campaign, aimed at 15-25 year old men, is the first work created by AMV BBDO for adidas Originals and Foot Locker Europe. It takes us right into the heart of the most glorious event in sneaker history; the coronation of LA’s sneaker king, Snoop Lion. The campaign is inspired by the single ‘Here Comes the King’ from Snoop Lion’s latest album.
In the commercial and longer online video, featuring Snoop’s track, we follow the journey through downtown LA of a Foot Locker Europe striper as he delivers a precious new pair of ‘Hard Court Defenders’ encased in a crystal box.
The striper arrives at a Venice Beach basketball pitch where the striper makes his way through a gathering of LA’s finest. The assembly of LA street royalty; models, musicians, low-rider drivers and street dancers dutifully step aside to where we discover King Snoop sat on his throne, quite literally ‘holding court’.
The 30″ TV and seeded long form coronation video drive people to Footlocker.eu where they can buy the products and find further films which provide a more colourful insight into the fascinating characters that make up Snoop Lion’s court.
There is also a significant point of sale campaign which captures the flavour of this historic event, recreating Snoop’s court and bringing LA street culture to Foot Locker Europe stores throughout Europe.
The campaign, consisting of the TV ad, online video, branded content, cinema, website and point of sale will run from the 23rd August for 4 weeks in the UK, Spain, Netherlands, Italy, France, Canada and Australia.
Project: Back to School
Client name & job title: adidas
Senior Manager + Account Marketing: Diana Berte
GTM Manager + Communications: Tommaso Calzolari, Anna-Baika Fladenhofer, Emma Pook
Foot Locker Europe
Brand Director: Amandine Bigaret
Manager, Brand Concept: Anna Stewart
Associate Manager, Brand Concept: Eline van der Stok
Associate Manager, Brand Activation: Katerina Nedyalkova
Creative Agency: AMV BBDO
Creative Director: Thiago De Moraes
Creative team: Michael Jones and Adam Whitaker
Agency Planner: Alex Lewis
Agency Account Man: Jonny Spindler – Board Account Director, Benedict Pringle – Account Director, Chris Kiernan – Account Manager, Matteo Della Venezia – Account Manager
TV Producer: Anita Sasdy
Digital Producer: Angela Meier
Media Agency: Carat
Media Planner: Claire Thomas – Digital Planner
VFX MPC
VFX Producer: Chris Allen
VFX Supervisor: Richard Bainbridge
Colourist: James Tillett
2 Comments
Did someone shoot it on their iPhone?
Far to crisp to be well crafted.
What about a grade?
This ones straight to TV. Awful looking.
The product is king. I like it.