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Footlocker Shows Retail How To Use Sports Stars

on August 15 | in Advertising, Blog | by | with No Comments

All you need is a short memory to be one of the greatest basketball players of all time claims the new Foot Locker advert.

Sports stars’ talent usually does not extend to acting, as proved by the wooden performances of David Beckham and Lewis Hamilton in recent campaigns for various businesses.

Yet the stars of the online Foot Locker ad, Houston Rockets player James Harden and former players Charles Barkley and Scottie Pippen, could perhaps follow ex-football hardman Vinnie Jones into Hollywood.

Some exemplary comic timing is displayed by Harden, Barkley and Pippen in an advert for the retailer’s back to school range.

Barkley and Pippin are expertly cast by Foot Locker ad agency BBDO New York and riffs on the former’s wild past and the latter’s brilliant career being outshone by Chicago Bulls team mate Michael Jordan.

Barkley tells Harden he is already on the right track for the start of the new season having kitted himself out with all the latest Foot Locker kit.

However, he points out to be truly great Harden needs a short memory. Barkley’s poor memory helps him forget the time he threw someone through a plate glass window and lets Pippin overlook Michael Jordan, widely touted as the greatest player of all time.

A smart script and strong performances from an all-star cast mean it is no surprise the ad has racked up 1.5 million hits on YouTube. Viewers are invited to click on a ‘see what’s fresh’ box, which takes them through to Foot Locker’s new range.

Proof that compelling content without an overt focus on product can still drive sales.

See more in the campaign below:

Via RetailWeek

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