Foot Locker 'Harden Soul'

This week, Foot Locker launches “Harden Soul,” the newest commercial in the brand’s “Foot Locker Approved” campaign from BBDO New York. The spot stars NBAer James Harden in his third major Foot Locker commercial appearance, alongside Stephen Curry for the first time…with a musical twist.

 

 
James Harden is coming off the best year of his career. He’s taking things to the next level by cutting an R&B album. Luckily, Stephen Curry is there to let him know he can also get to the next level with fresh Nike gear from Foot Locker.

 

There’s also a full length version of Harden’s featured song (with lyrics written by BBDO New York’s creative team).  Check out the music video here: http://www.youtube.com/watch?v=lc6d1t7CeJs

 

The single is available for download on itunes here: https://itunes.apple.com/us/album/harden-soul-single/id687423003

Credits

Client:                                                              Foot Locker
Agency:                                                            BBDO New York
Title:                                                                 "Harden Soul”
 
Chief Creative Officer:                                     David Lubars
Senior Creative Director:                                 Chris Beresford-Hill
Senior Creative Director:                                 Dan Lucey
ACD/Copywriter:                                              Jessica Coulter
ACD/Art Director:                                            Matt Sorrell
Executive Producer:                                         Anthony Curti
Executive Music Producer:                               Melissa Chester
 
Senior Account Director:                                 Troy Tarwater
Account Director:                                             Janelle Van Wonderen
Account Executive:                                          Nick Robbins
 
Production Company:                                      O Positive
Director:                                                          Jim Jenkins
Executive Producer:                                         Ralph Laucella
EP/Line Producer:                                            Marc Grill
Director of Photography:                                 Jeff Cutter
Head of Production/Production Manager:       Devon Clark
Production Designer:                                       Jason Edmonds
 
Editorial:                                                          Mackenzie Cutler
Editor:                                                              Ian Mackenzie
Assistant Editor:                                              Nick Divers
Executive Producer:                                         Sasha Hirshfeld
Sound Design:                                                 Sam Shaffer
 
Sound:                                                             Sound Lounge
Sound Mixer:                                                   Tom Jucarone
 
Music:                                                              Volition
Composer/Lyrics:                                            Wendell Hanes
 
VFX/Conform:                                                  Schmigital
Smoke Artist:                                                   Jimmy Hayhow
 
Color:                                                               CO3
Colorist:                                                           Tim Masick
 
GFX:                                                                 Hornet inc