8 months ago
This September, Foot Locker celebrates their 45 year anniversary. To celebrate, Foot Locker and VIRTUE, the creative agency by VICE, commissioned sneakerheads - both OGs and up and comers to share their personal take on the mother of all questions, what are the greatest sneakers of all time? Foot Locker invites these sneakerheads to pay tribute to sneaker culture by sharing their top 5 sneakers of all time, and inviting their community to do the same.
With the big boom of sneaker culture being in the 1980’s and the first Foot Locker opening a few years before, Foot Locker has been intertwined with the birth, rise and domination of the once niche sneaker culture.
Spanning across six European countries, Foot Locker and VIRTUE selected 17 influential sneakerheads, such as Kish Kash; UK DJ, radio show presenter, author and self claimed ‘shoe connoisseur’ and Kwills, a Dutch designer and tattoo artist who has made his name by combining the art and sneaker industry, Steel Banglez - British producer and solo artist and the Spanish designer and photographer Juanma Jmse. All were asked to create their own video showing the world their top five greatest of all time.
The personal videos, created entirely by the talents, show the releases, editions, collabs, technical insights, and stories that make the argument for why each silhouette has earned its spot in their hall of fame. The hero and teaser videos are pushed through social media and call upon all sneaker fans across the world to post their top five sneakers and ignite a worldwide sneaker convo celebrating the greatest sneakers of all times using #NameYour5.
Perre van den Brink, managing director Western Europe VIRTUE, adds: “Using cultural and human observation coming from the global VICE network, we wanted to celebrate Foot Locker as a global brand through local stories that resonate globally and highlight how sneaker culture has an impact in different ways, times and countries. Like in all subcultures with passionate fans, sneakerheads too obsess over the GOAT. This campaign gives people an excuse to show their knowledge and a tool for self-representation through the objects they love: buying, acquiring and obsessing over sneakers that signify who they are.”
Agency: VIRTUE Amsterdam
Managing Director: Perre van den Brink
Executive Creative Director: Pascal Rotteveel
Creative: Valentino Marazziti, Jasper Vierboom
Strategy Director: Munise Can
Strategist: David Kellas
Account Director: Gemma Trounce
Account Manager: Sabine van Kranen
Project Manager: Julie Cousty
Categories: Shoes, Clothing and FashionVirtue UK, 8 months ago