Sneakerheads – those addicted to new kicks – are a unique bunch, and shoe retailer Foot Locker is celebrating their fanatical passion with its annual ‘Week of Greatness’ campaign. This year, it is bringing celebrity sneaker fans to the party by dropping #BecauseSneakers, a global sneaker anthem, the week when new designs come to market.
The company is continuing its legacy of debuting a lineup of the most globally sought-after sneakers, apparel, and accessories for the iconic campaign’s seventh consecutive year. #BecauseSneakers, by BBDO New York, speaks to how a sneakerheads’ every impulse and motivation revolves around their extreme love for the shoes they wear. From early wake-up calls in different time zones to secure the latest drop to secretly sniffing box-fresh sneakers, this anthem taps into the universal culture and quirks shared by sneakerheads.
Spanning across different backgrounds, lifestyles, countries, languages, and personal shoe closets, Foot Locker’s campaign brings together an impressive roster of notable sneaker enthusiasts, including Meek Mill, DJ Khaled and his son Asahd, Paul George, Ben Simmons, JR Smith, J. Balvin, Bad Bunny, Don C, Nigel Sylvester, Haha Davis, Ronnie 2K, and Juice WRLD. To celebrate this passion and global moment of greatness, Foot Locker’s content also features global sneakerheads, including Qias Omar (US), Ray Polanco, Jr. (US), Kai Bent-Lee (Canada), Anna Bediones (Canada), Federico Schwartz (Italy) and Jeanne Santoli (France).
“Supporting the sneaker community has always been at the core of what we do at Foot Locker,” said Dick Johnson, chairman, president, and chief executive of Foot Locker Inc. “By unveiling #BecauseSneakers, we’re celebrating the passion, energy and individuality of our fans from around the world. With our longstanding heritage in sneaker culture, we understand and respect why sneakerheads do what they do.”
Week of Greatness will also be brought to life through a week of immersive experiences for sneakerheads in select global cities, including Berlin, London, Los Angeles, Milan, New York, Paris, Toronto, and more.
“What distinguishes the sneakerhead community is our next-level commitment to footwear, style, and personal expression,” said acclaimed designer Don C, narrator of Foot Locker’s Week of Greatness Anthem. “Foot Locker really brings that to life with this content – highlighting the unrivaled dedication shared by sneakerheads around the world.”
The specially-curated Week of Greatness product lineup will begin dropping Saturday, Nov. 17 across the Foot Locker family of brands.
See the work by clicking on the Creative Works box below.
: '#BecauseSneakers'
Motion Graphics Designer: Chris D’Andrea
VP, Communications Strategy Director: Patrick Tomasiewicz
Assistant Stylist: Elizabeth Birkenbuel
