Fans only have eyes for shoes in a dunk contest where the real star is the sneaker

Foot Locker gives the people what they want

Published On
Feb 22, 2019

Editor's Pick

At a dunk contest, sneaker fans only have eyes for a pair of hot kicks, never mind the athlete wearing them. The shoes glide and stomp their way down the court all by themselves in Foot Locker’s latest spot from BBDO New York.

In “We See Things Differently,” the gaze gives it away. Most courtside eyes try to follow the ball or the hands, but footwear-focused fans don’t even see the man inside the shoes. Sneaker designer Jerry Lorenzo and his son, along with sneakerhead and Lakers player Lance Stephenson, also appear in the stands.

The 30-second TV spot is directed by Andreas Nilsson via Biscuit Filmworks. It aired during the AT&T Slam Dunk Contest on TNT and was supported by experiential activations with Adidas and Puma.