Foot Locker and Nike Collaborate for Global Holiday Campaign Featuring Kevin Durant

Foot Locker, in partnership with Nike, has unveiled its global holiday campaign titled “The Heart of Sneakers.” The campaign, directed by Greg Hardes and featuring NBA star Kevin Durant, is a vibrant and dynamic production aimed at engaging sports fans, sneakerheads, and audiences of all ages.

The commercial showcases Durant enlisting the help of Foot Locker’s iconic store associates, known as “Stripers,” to generate holiday hype. The crew, led by Durant, delivers Nike sneakers to unsuspecting passers-by, creating excitement for the season. The campaign also features other prominent figures such as LaMelo Ball, Anthony Edwards, and musician Enisa.

BURN, a full-service production studio specializing in commercials and cinematic social content, collaborated with Preacher, the brand’s agency of record, to bring the campaign to life. The challenge was to create a multi-platform campaign around the launch of the new KD16 shoe at Foot Locker, tailoring content for TV, social media, and DOOH platforms.

“Creating multiplatform content requires trust and an open mind. It’s tempting to stick to the ‘cutdown’ model, however, it’s our job to develop content that engages and feels appropriate to the platform and audience while maintaining a sense of craft that drives results,” said Brad Johns, managing director at BURN.

The campaign aims to capture the excitement of a sneaker drop, leveraging the star power of NBA players and a global music talent to bring energy and hype to the holiday season. The commercial, with its dynamic edit, split screens, and bold graphics, seeks to evoke the feeling of wearing a fresh pair of kicks during the festive season.