Foot Locker + Nike: Discover Your Air Network
To launch a line of retro Nikes, we made an entire sneaker-themed TV network on social media.
I know that means it wasn’t a real TV network, but millions of people tuned in anyway.
Each program came casted with top sneakerhead influencers.
Show #1: A sitcom about four referees who share a home. They’re not related, nor do they ever learn any lessons.
No fake TV network is complete without fake TV ads. Which were inspired by this real ad.
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).
Show #2: A cartoon animated by Tyree Dillihay. In one episode, both of the characters die.
Show #3: An aerobics show. The scoreboard costume was too expensive to only be used once.
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 that it happened.
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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
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Silver Cannes Lion
Cannes Lion Shortlist
Clios Shortlist