BBDO New York Debuts Foot Locker Spot Ahead of NBA Draft

By Erik Oster 

BBDO New York launched launched the latest in its “Because Sneakers” campaign for Foot Locker with “The Letter,” starring Houston Rockets forward PJ Tucker, singer Pia Mia and actor JD McCrary, promoting the new Nike Air Max.

The spot jumps between Tucker, Mia and McCrary reading a letter from a fan who says his number one wish is to meet them. If that’s not a possibility, he adds at the end, the new Nike Air Max (in size 8) would be pretty good, too. If you haven’t figured it out by now, it’s a racket.

The spot ends with the young con artist in a room full of shoe boxes, collecting his latest additions. It seems the trio were not exactly close to the top of his list. Ouch.

“The Letter” began running online yesterday and will make its broadcast debut today during the NBA Draft on ESPN. All of the Air Max sneakers featured in the spot are available at Foot Locker stores and for purchase online, according to a press release.


“Everything we do at Foot Locker we do ‘Because Sneakers,’ and we know our customer’s every impulse and motivation revolves around their love of sneaker culture,” Foot Locker North America vice president, marketing Patrick Walsh said in a statement. “Because Sneakers represents a shared belief and comes to life in this spot as we see a young sneakerhead go to extreme lengths to convince real-life stars to aid in his quest to secure coveted sneakers.”

Client: Foot Locker
Title: “The Letter”

Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Marcos Kotlhar
Executive Creative Director: Danilo Boer
Creative Director: Ray Smiling
Associate Creative Director: Martins Zelcs
Associate Creative Director: Bryan Stokely
Copywriter: James Henderson
Director of Integrated Production: David Rolfe
Group Executive Producer: Anthony Curti
Executive Producer: Melissa Tifrere
Senior Account Director: Janelle Van Wonderen
Account Manager: Raymond Dorcely
Account Executive: Jackie Silver
Planning Director: Chris Cummings
Planning Director: Patrick Tomasiewicz
Senior Project Manager: Amy Orgel
Director of Creative Resources: Lauren Callaghan

Production Company: The Corner Shop
Director: Malik Vitthal
Line Producer: Jay Shapiro
Executive Producer: Anna Hashmi
DP: Isaiah Donte Leee
Editorial: Work Editorial
Editor: Ben Jordan
Assitant Editor: Audrey Weiner
Executive Producer: Erica Thompson
Producer: Weston Ver Steeg

Finishing / VFX: Blacksmith
Flame: Jamie Scott
Assitant: Yebin Ahn
Colorist: Mikey Pehanich
Producer: Ashley Goodwin
Executive Producer: Charlotte Arnold

Music: JSM
Executive Producer: Jeff Fiorello
President/CEO: Joel Simon

Audio Post by Sonic Union
Post Producer: Justine Cortale and Patrick Sullivan
Engineer : Mike Marinelli