This Christmas Day, Foot Locker is unveiling a first-of-its-kind Snapchat Lens that might just be the best present any sneaker head gets this year. Usually, only a few privileged sneaker influencers get to unbox new sneakers before their release date. But in the first ever AR unboxing experience, created by BBDO New York, Foot Locker is letting every sneaker head unbox the eagerly awaited new Gatorade AJ1’s before they drop on 12/26. The innovative lens - the most complex world lens to date - will allow users to explore the new sneakers in 3D, take them for a walk (and dance) in their living room, and find fun hidden extras, like a basketball hoop. By tapping into the unboxing phenomenon, Foot Locker has turned a product demo into a highly shareable experience that is rooted in sneaker culture. The lens will be available to Snapchat users beginning on Christmas Day and through 1/7. Check out the attached screengrabs for a sneak peek. In addition to the Snapchat lens, Foot Locker is also releasing a new :60 second film running on both TV and social, as well as three :10 second Snapchat and Instagram story ads.
The spot features NBA star Kawhi Leonard. Kawhi is one of the best basketball players in the world, but he tends to let his game do the talking. Off the court he’s a man of few words and unlike most of his superstar athlete peers, he has virtually zero social media presence. Kawhi might seem like a surprising choice to promote such a loud shoe, but in this new spot from Foot Locker we see that there’s a side of Kawhi that he just hadn’t shown the world (hitting switches in the lowrider, in the studio with Nip$ey Hussle, breaking it down in the dojo, late night DJ sets in the club, etc.). At least not until he had sneakers bold enough to bring it out. And he’s not just sharing a new side of Kawhi in this spot, he’s sharing it on social media. Which is something the Kawhi we all thought we knew would never do.
Film advertisement created by BBDO, United States for Foot Locker, within the category: Fashion.
Chief Creative Officer / Worldwide: David Lubars
Chief Creative Officer / New York: Greg Hahn
Executive Creative Director: Dan Lucey
Associate Creative Directors: Austin Mankey, Mike Motch, Marcus Johnston, Jim Connolly
Senior Project Manager: Amy Orgel
Director of Integrated Productions: David Rolfe, Joe Croson
Executive Producer: Anthony Curti
Senior Content Producer: Sofia Doktori Handler
Senior Integrated Producer: Mo Twine
Executive Music Producer: Melissa Chester
Director of Business Affairs: Bernadette Naughten
Business Affairs Manager: Heather Weissman
Account Directors: Janelle Van Wonderen, Laura Mcwhorter
Account Manager: Sam Henderson
Account Executive: Christian Martinez
Planning Director: Steve Panawek
Communications Planning Director: Patrick Tomasiewicz
Communications Planner: James Mullally