Foot Locker has launched its basketball-inspired holiday shopping experience, “12 Days of Greatness.” The campaign kicks off with a cheeky spot, “The Worst Kept Secret,” featuring a noteworthy cast of respected designers and culture-makers celebrating their love of the game.
Collaborating with some of the biggest names in streetwear, sneaker and basketball culture – including Wairare Boswell, Don C, Melody Ehsani, Montrezl Harrell, Kyle Kuzma, Sami Miro, PJ Tucker and Rhuigi Villaseñor – presents a unique set of challenges, as their products and collaborations are highly coveted. Directed by Julien Christian Lutz, aka Director X via production house m ss ng p eces for agency BBDO New York, “The Worst Kept Secret” illustrates the great lengths the designers went through to keep 12 Days of Greatness a covert project…up until now.
The work debuts across Foot Locker’s social channels. Foot Locker has worked with the aforementioned designers to curate an exclusive collection of apparel and accessories spanning across the 12 Days of Greatness inspired by their love of basketball, hometown, and the culture. Products are being released over a stretch that started Nov. 20 and extends through Dec. 26 at Foot Locker, both in-store and online.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Alex Booker, Philip Sicklinger, executive creative directors; Martins Zelcs, creative director; Victor Roa, Sam Bauer, associate creative directors; Bhanu Arbuaratna, associate creative director, design; Kimberly Blasnik, sr. designer; Anthony Curti, group executive producer; Katie Greene, Andrew Osborne, sr. producers; Michael Ritchie, producer; Lizzy Lehn, art producer; Zach Kula, strategy director; Lucy Bennett, influencer lead; Julia Millison, sr. music producer. Production m ss ng p eces Julien Christian Lutz, aka Director X, director; Brian Latt, Kate Oppenheim, Ari Kuschnir, Edward Grann, Dave Saltzman, exec producers; Rebecca Davis, head of production; Megan Gutman, line producer; Chris Probst, DP; Robb Buono, production designer. Editorial Cabin Edit Graham Turner, editor; Adam Becht, exec producer. Animation SQUAD47 Andy Hsu, creative director; Tim Bub, sr. animator. VFX & Conform AltVFX Jan Cilliers, VFX supervisor & Flame artist; Jayce Attewell, production manager; Chris Fieldhouse, exec producer; Harry Gale IO & VFX assistant; Phil Quten, sr. compositor; Mark Renton, Flame artist; Matthew Schwab, colorist; Sandell Stangel, VFX assistant. Audio Post Sound Lounge Rob DiFondi, mixer; Becca Falborn, exec producer; Lauren Mullen, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
