Foot Locker’s signature employees and influencers including Yung Gravy, Bia, Lunya, Ye Ali, Ralph Romeo come together to celebrate the joy of sneakers
72andSunny has thrown a Foot Locker Holiday House Party packed with Foot Locker’s signature employees, better known as Stripers, and influencers from around the world including Yung Gravy, Bia, Lunya, Ye Ali, Ralph Romeo, Orange Calderon and Tamara Dhia.
In an innovative, mobile-first film completely shot on iPhones by the partygoers themselves, the campaign created with 72andSunny New York captures the real feel of a night out with the Foot Locker family, inspired by the way everyone parties today.
Each party has a surprise moment, whether it’s sneakers being delivered down the chimney, or a surprise sneaker fridge, or a fire Jordan tracksuit, the story unfolds through a frenetic camera phone relay race.
Directed by French female duo Chaos and production company By Association, a global creative collective who use an inclusive, intimate and intuitive approach to bringing innovative, diverse narratives to life. The result is a memorable and impactful holiday campaign, with real Foot Locker Stripers – cast by invitations to Foot Locker stores – acting as the host and voice of the brand, inviting people to connect over their love of sneakers in a way that brings to life the diversity and inclusivity of sneaker culture.
Peter Hughes, creative director at 72andSunny, said, “This campaign was an experiment in influencer storytelling. Tapping influencers has become a standard, if not essential, part of any modern campaign. We reimagined how to use them, not just as a social media megaphone, but as our storytelling device. We brought these diverse creators under one roof, had our story unfold throughout the house, and let each influencer capture it through their unique lens.”
Director duo Chaos said, “Like a relay race, our holiday party is one epic scene after another, and our iPhone is the baton that ties it all together. We did this by giving each influencer an iPhone to film their POV and get different perspectives. And just like when copping a fresh pair of Air Jordans, everyone’s got their eye out for something unique.”
The campaign will be live in both the US and across Europe from November 10th.
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