Aug. 16, 2012
/PRNewswire/ -- Foot Locker, Inc. (NYSE: FL), the
-based specialty athletic retailer, today unveiled its latest national advertising and integrated marketing campaign. This is the first effort under the Approved umbrella created by worldwide advertising agency BBDO, and features
starring a dynamic group of elite NBA All-Stars including
"At Foot Locker, we know that our customer wants the best in style and performance so that they stand out with confidence, and that's exactly what we are providing them," said Foot Locker EVP of Marketing
. "As an authority and source for top men's athletic footwear and apparel, we pride ourselves on delivering the hottest sneakers and apparel with quality to match. If it's at Foot Locker, it's Approved."
, the Approved affirmation will come to life across a breadth of channels, including a comprehensive in-store experience, broadcast, print, and digital. The Approved campaign will emphasize Foot Locker's commitment to providing customers with the premium footwear and apparel they can trust. The comedic commercials feature the five charismatic players off the court in entertaining and compromising situations highlighting the season's latest trends in footwear and apparel. Sneaker enthusiasts will be able to connect with the NBA athletes they love through social media channels to share photos and engage in commentary.
"To me, the Approved campaign means that the style and pieces are stamped, they're validated, they're solidified by Foot Locker," said NBA Knicks forward
. "It's that stamp of approval that you can only get at Foot Locker."
The spots center around the fantastical lengths the guys go to in order to keep their Foot Locker Approved gear fresh. For example in "
," Harden peels off an infinitely layered outfit from Foot Locker and in "
," Anthony has a team of "extra Melos" sporting all his new gear, so he can wear everything at the same time. Another example is "
," where Harden and Love don't want to have to take off their Approved Foot Locker gear when they get in the pool, so they ride around on a forty-foot inflatable pool yacht.
The campaign comes during a key selling season for Foot Locker retail stores, which offers everything from shoes, shirts, hats and hoodies to help complete the fall look.