It may seem out of character for Foot Locker to cosign on a music video for a song that isn’t really about the brand (and only mentions it once), but the shoe store chain’s collaboration with LGP Qua is a savvy move.
Qua, an 18-year-old rapper from North Philly who’s as socially conscious as he is ambitious, went from Instagram personality to recording with will.i.am and possibly signing with Jay-Z in record time. He also has a personal connection to Foot Locker, telling Complex that a Foot Locker store on Broad Street “was an every other week natural thing for me and my guys.”
Knowing that, a partnership between the two—resulting in Qua’s first professionally produced video—doesn’t seem so random. But even with that context, your expectations might be understandably low for a retail brand partnership on a rap video. Luckily, “Hungry,” created in partnership with BBDO New York and production house Diktator, is solid enough to win over most skeptics.
The brand connection lies in the song’s theme of life before and after finding success, with the product spotlight being two Nike Air Max Plus sneaker styles called “Before the Bite” and “After the Bite,” which make appearances throughout the video.
Qua’s flow will remind some listeners of fellow Philadelphians Meek Mill or Beanie Sigel, but his delivery is something else altogether. The video—Qua’s first professionally produced is cool too, with a sharp color palette and subtle animated embellishments.
The video is only one piece of the retailer’s sneaker launch campaign supporting emerging artists. Foot Locker also created a “Before and After Gallery” featuring a variety of up-and-coming artists.
Client: Foot Locker
Campaign: “Before and After the Bite”
Agency: BBDO New York
Worldwide Chief Creative Officer: David Lubars
Chief Creative Officer New York: Greg Hahn
Executive Creative Director: Dan Lucey
Associate Creative Director: Martins Zelcs
Associate Creative Director: Bryan Stokely
Junior Graphic Designer: Brandon Galosi
Motion Designers: Ray McGale, Justin Volz
Senior Project Manager: Amy Orgel
Director of Integrated Production: David Rolfe
Executive Producer: Anthony Curti
Senior Producer: Andrea Segura
Production Services Director: Jessica Nugent
Senior Account Director: Janelle Van Wonderen
Account Director: Laura McWhorter
Planning Director: Steve Panawek
Communications Strategist: James Mullally
Music Video Production Company: Diktator
Director: Matthew Dillon Cohen
Executive Producer: Gustavo León
Line Producer: Nicole Acacio
Director of Photography: Albert Salas
Production Designer: Cody Fusina
Wardrobe Stylist: Cristina Acevedo
Editor: Matthew Schaff
Sound: Raphael Ajuelos
Color: Company 3
Colorist: Bryan Smaller