The integrated, multi-channel initiative behind It’s a sneaker thing demonstrates Foot Locker’s passion and devotion to all things sneakers. It’s hard not to notice the implicit passion skillfully expressed in Foot Locker’s “It’s a Sneaker Thing” campaign this back-to-school season.
The campaign in the U.S. kicks off with two spots, titled, “Wright Brothers” and “Newton.” Both feature students who have an incredible love for sneakers, so much so that they reinterpret famous moments in history. Whether it’s the invention of “fly” by the Wright Brothers or the discovery of gravity’s effects by Sir Isaac Newton, sneakers are always the focal point. At the end of each spot, the student delivers a somewhat skewed report to his classmates, while the teacher (the iconic Foot Locker “striper”) looks on knowingly and proudly.
Foot Locker, Inc. is a specialty athletic retailer that operates approximately 3,400 stores in 22 countries in North America, Europe, Australia and New Zealand. Through its Foot Locker, Lady Foot Locker, Kids Foot Locker, Footaction, Champs Sports, and CCS retail stores, as well as its direct-to-customer channels, including footlocker.com, Eastbay and CCS.com, the Company is the leading provider of athletic footwear and apparel.