This campaign began with a line I wrote one weekend in my notebook:

“When your parents talk to you about drugs, talk to your parents about Foot Locker.”

It turned into BBDO’s first project with the brand, a holiday campaign that ultimately won us the account.

We told kids that when your parents talk to you about serious stuff like ordering adult movies on PPV, to take hold of the conversation and talk to your parents about the fresh gear you want from Foot Locker.

First, we sent “Conversation Starter Packs” to Sneakerhead influencers to help draw their parents into serious conversations. Then we launched the wider campaign on TV, OLV and socials.