Editors' Choice: Luka Sabbat, Princess Nokia and YFN Lucci lend voices to BBDO New York's 'The Sun and The Samurai' campaign
Foot Locker, in partnership with ASICS, today announced the launch of the "Welcome to the Dojo" pack, an exclusive apparel and footwear collection. Inspired by ASICS' Japanese heritage, the collection celebrates the story of two dojos – rising sun dojo, which inspires fear in the hearts of all who hear its name, and snake dojo, revered as a respected institution where many have started the arduous trial to become a samurai.
To coincide with the launch of Foot Locker and ASICS’ ‘Welcome to the Dojo’ apparel and footwear collection, the two brands launched a bespoke anime-inspired digital series featuring voiceover talent from notable personalities including Luka Sabbat, Princess Nokia and YFN Lucci (the series featured five short episodes but has since been turned into one, longer film). 'The Sun and The Snake was created by BBDO New York and animation studio Shotopop.
Inspired by ASICS' Japanese heritage, the collection celebrates the story of two dojos – rising sun dojo, which inspires fear in the hearts of all who hear its name, and snake dojo, revered as a respected institution where many have started the arduous trial to become a samurai. It will be available exclusively at Foot Locker, Inc. stores including Foot Locker, Footaction and Champs Sports.
"At Foot Locker, Inc., we're dedicated to driving culture, individuality and sport style," says Andrew Gray, general manager and chief merchandising officer for Foot Locker North America. "By launching this exclusive collection and original series with ASICS, we're offering an immersive experience for customers across our family of brands, who can experience 'Welcome to the Dojo' through creative, engaging content and unique shopping touchpoints."
"As the voice behind the character, 'Sneaker Samurai,' I'm able to combine two of my personal interests – style and anime," adds Luka Sabbat, who served as a creative collaborator on the series. "I've always had an affinity for fashion and personal expression, and I think it's dope that Foot Locker and ASICS were able to bring those together in such a lit way for the launch of the 'Welcome to the Dojo' Pack."