BBDO New York Celebrates the Crazy Things People Do in ‘Because Sneakers’ for Foot Locker

By Erik Oster 

How much do you love your shoes? No, seriously.

BBDO New York launched a campaign promoting Foot Locker’s annual “Week of Greatness” showcasing the truly sneaker-crazed.

The 60-second spot “Because Sneakers” features celebrity sneaker enthusiasts including rapper Meek Mill, DJ Khaled and his son Asahd, NBA stars Paul GeorgeBen Simmons and JR Smith, and reggaetón artists J. Balvin and Bad Bunny. Sneaker worshipping antics in the spot include the red carpet treatment for sneakers taken off for airport security, a library-inspired filing system and a whole lot of new sneaker sniffing.
The campaign also includes a series of immersive experiences and other in-store activations in cities including New York, Los Angeles, London, Berlin, London, Paris, Milan and Toronto.


“Supporting the sneaker community has always been at the core of what we do at Foot Locker,” Foot Locker chairman and president <strong>Dick Johnson</strong> said in a statement. “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.”

“Because Sneakers” follows last month’s 90s nostalgia-stoking campaign featuring rapper Fat Joe. BBDO’s past “Week of Greatness” ads for the brand have featured the likes of Tracy Morgan and Tom Brady.