Foot Locker x Nike
To launch a line of 90s-inspired Air Max at Foot Locker, we launched a 90s-inspired television network on social.
The campaign came complete with episodic shows, commercials, a live shopping network on Twitch, and a re-make of an old Foot Locker jingle that I had to sing one thousand times.
Show #1: A heart-warming sitcom about four referees who share a home. They’re not related, nor do they learn any lessons.
Our fake TV network also had fake commercials. But since they were for and by Foot Locker, they were technically real commercials.
Show #2: A cartoon animated by Tyree Dillihay. In one episode, both of the characters die.
Another fake/real commercial.
Here’s Jared Goff pretending not to be Jared Goff.
Thank you for continuing to scroll. It means a lot.
Show #3: An aerobics show. The scary scoreboard costume was too expensive to not be used twice.
While the videos rolled out, we built seeding kits in the shape of vintage cable boxes for key sneaker influencers: complete with a working remote, a TV guide, and brand new Air Max 720s (and won a Cannes Lion).
Here’s rapper Gashi opening a box we sent him. He was pretty calm about it.
On Air Max Day, we went live on Twitch with a HSN-style show hosted by Jacques Slade where viewers could call in and order the exclusive sneakers before anyone else. Here are some photos to prove it happened.
Credits
Agency: Laundry Service
Director: Ira Rosensweig
Chief Creative Officer: Leo Macias
Executive Creative Director: Danny Nunez
VP of Production: Bob Brown
Executive Producer: Negar Shekarchi
Supervising Producer: Nikki Schoonover
Associate Creative Director: Dan Rozier
Art Director: John McLaughlin
Copywriters: Brandon Greenbaum, Patrick Wells
Designer: Steph de Jongh