Foot Locker's Be The Revolution Of You Campaign

Foot Locker has created a new multimedia broadcast and digital campaign for the iconic Nike Air Max 90 shoe, featuring some of Europe’s most exciting young sporting talent: Theo Walcott of Arsenal FC, Bojan Krkic of FC Barcelona, Mario Balotelli of Inter Milan, and French hurdler Ladji Doucoure.

A 30 second “Be the Revolution of you” TV commercial debuted across Europe on August 16th, 2009, featuring the Air Max 90 sneaker by Nike Sportswear, and encouraging consumers to remix and reinvent themselves. With this campaign Foot Locker celebrates the Air Max 90 and the iconic status of this Nike sneaker within the sneaker culture. The Air Max 90 colourway featured in the campaign is exclusive to Foot Locker Europe.

Nike Air Max 90The sporting icons are featured alongside artists such as Marseille’s L’Atrmada and Italian hip hop group Club Dogo along with sneaker freaks, challenging viewers to “re-invent yourself”. The online films offer a deeper view of how they personally re-invent themselves and their own personal styles.

The commercial is supported by an interactive digital experience where consumers who visit between 16th August and 13th September will be able to download new sections of athlete content and remix it themselves. Consumer remixes can be uploaded for others to view them, with Foot Locker’s favorite remix being aired on TV at a later date. “Be the Revolution of you” will also feature at Foot Locker retail stores in August 2009.

The campaign will run in the UK, France, Italy and the Netherlands.

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