Foot Locker and Nike: “Hey, can you re-create a few of our old commercials for Air Max Day?”

Us: “Sure, but what if we also re-created the experience of a 90s TV network on social media, complete with shows full of key sneaker influencers, too?”

Foot Locker and Nike: “Ok.”

20 videos, 52 million impressions, 20 million views, 2.5 million comments later, all that re-creation created one of Foot Locker’s most successful campaigns to date.

Buzz: Ad Age, Adweek, The Source


It’s not a 90s commercial without a jingle, and it’s not a jingle without it getting really old after a while.

30 seconds is enough time to get the plot of a sitcom, right?

We even made a cartoon. In one episode, both of the characters die.

The difference between actual aerobics and branded content is a single letter swap and an anthropomorphic scoreboard.

A strange news show dedicated to sneakers, secret identities, NFL athletes, and rapidly changing outfits.

We also created custom seeding kits in the shape of vintage cable boxes for influencers to post about, complete with a remote (that made noises), an actual TV guide for our shows, and of course, brand new Air Max 720s.

Here’s rapper Gashi opening the box we sent him. He was pretty calm about it.

Finally, on Air Max Day, we went live on Twitch with a home shopping network with Jacques Slade where users could call in and order exclusive sneakers before anybody else. The whole thing was an hour, so here are some photos.