Pros Replace HS Coaching Staff in W+K’s Nike/Foot Locker Ad

By Michael Musco 

It’s almost that time again for kids to head back to school, so tying in with that, W+K London recently launched a spot dubbed “The Educators” for Foot Locker and Nike. Promoting the chain and the latter’s Air Wavy, Hyperdunk 2010, and Air Max 2010 sneakers among others, the ad features Celtics guard Rajon Rondo, new Knick Amare Stoudemire and Big Blue’s Justin Tuck giving students a crash course in hard work.

We can’t help but be reminded of Adidas’ “Basketball is Brotherhood” effort, but the message here is delivered nicely by using these pro stars to inspire the precise target audience: athletic kids, tweens and teens. Though lines like “You know what sucks more than losing? Nothing.” aren’t the most profound, we say that this group of “Educators” is more than suitable as coaching replacements at Melville High School.


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