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Foot Locker
Harden Soul - Music to Foot Locker's Ears

RAN IN: United States

CLIENT
Foot Locker

Stacy Cunningham - EVP, Mktg.
Jed Berger - VP, Brand Mktg.
Francine Feder - VP, Integrated Brand Mktg.
Matt Schade - Director, Brand Connections

AGENCY
BBDO New York *Lead Agency

Troy Tarwater - EVP, WW Sr. Director
Chris Beresford-Hill - Sr. Creative Director
Brit Browning - SVP, Sr. Planning Director
Dan Lucey - Sr. Creative Director
Nick Robbins - Acct. Executive
Janelle Van Wonderen - VP, Director


SUMMARY

In August 2013, apparel retailers were heading into the all-important back-to-school season on the heels of a summer slump. Foot Locker needed to get young guys into the store before they went back to class on what is the most pressure-packed day of the year. In a campaign that showed teens they don't have to be perfect to be fresh, Foot Locker exceeded their sales goals by showing a more human side to NBA athlete James Harden.

CASE VIDEO


Hero Medium: Online Branded Content

Medium Featured On Video: TV,Social Networking Applications,PR

Audience: Teens (13-20),Young Men (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English