Kevin Durant Stars in a New Ad by Foot Locker and Nike

Kevin Durant Stars in a New Ad by Foot Locker and Nike

News by Roberto Orosa
Published: December 06, 2023

Sportswear retailer Foot Locker and Nike have launched a new spot featuring NBA star Kevin Durant, as he enlists the help of Foot Locker's Stripers to deliver special gifts to unsuspecting people.

"For nearly 50 years, our authentic connection to sneaker culture and our Stripers have been the magic behind Foot Locker," explained Kim Waldmann, Global Chief Customer Officer at Foot Locker.

At the beginning of the 30-second spot, the Foot Locker crew is seen gathered in a secret location. Various members begin to go around the city, surprising citizens with a special gift from Nike. 

When they show up on the court wearing their new KD16 kicks, it is revealed that the mastermind behind the gift-giving operations is none other than the Phoenix Sun's all-star forward. 

Directed by Greg Hardes, the short advert comes as part of Foot Locker's "Heart of Sneakers" campaign aimed at promoting the launch of several products from leading sportswear brands, including the new KD16 shoes.

With this strategy, the two companies have the opportunity to engage a diverse audience, including sports enthusiasts, sneaker lovers and individuals of all ages.

BURN, a full-service production studio specializing in commercials and cinematic social content, collaborated closely with Preacher, the brand's agency of record, to bring this campaign to life.

The emphasis was on creating content that resonates with the audience across various platforms, including TV, social media and digital out-of-home content.

"We wanted the launch to feel as big and exciting as an actual sneaker drop. Bringing in some of the biggest names in the NBA, plus a global music talent, was a great way to boost the scale and energy of the work," shared Ryan Durr, Creative Director at Preacher.

Subscribe to Spotlight Newsletter
Subscribe to our newsletter to get the latest industry news