We launched the “Approved” brand platform, and set the tone for all the Foot Locker work that followed. 

The players’ willingness to make fun of themselves and basketball tropes became the hallmark of the campaign. 

Lebron tweeted about it, ESPN’s Darren Rovell called “Tear Away” the best ad of the year. And sneaker fans viewed the launch films millions of times in their first week on Youtube.