FOOT LOCKER: “APPROVED” BRAND LAUNCH

We launched the “Approved” brand platform, and set the tone for all 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 over two million times on Youtube.

Director: Aaron Stoller

It’s always nice to get unsolicited feedback from Lebron James.

Other people liked the campaign and wrote things about it.

“Apologize to Melo 5” blew up on Twitter, so we worked with Brand Jordan to create these limited edition t-shirts that were available at Foot Locker stores nationwide.