Foot Locker + Nike
To launch a line of retro Air Maxes, we built an entire 90s TV network on social media starring all kinds of sneakerhead influencers.
The shows were ads. The ads were shows. Millions tuned in anyway.
Show #1: A sitcom about four referees who share a home. They’re not related, nor do they ever learn any lessons.
Our fake TV network also had fake ads. Which were inspired by this real ad.
Show #2: A cartoon animated by Tyree Dillihay. In one episode, both of the characters die.
The dancing scoreboard’s name was Tyler.
Here’s Jared Goff pretending not to be Jared Goff.
Wow. You’re really still scrolling. Thank you.
Show #3: An aerobics show. The scoreboard costume was too expensive to only be used once.
Many of the most important people in the world (people with blue checks) enjoyed it all.
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