Foot Locker has made itself the cool authority of sneaker culture with a clever idea that traces five decades of sneakers, embedding its signature black-and-white strip uniform in the story. The 2-minute film, It Always Will Be Foot Locker, highlights the sneakers that became culture’s “must haves” – the red-and-black Air Jordan 1, the white and green adidas Stan Smith tennis shoes, the Converse Weapon, New Balance’s grey sneakers and the Nike Air Force 1 among them. The campaign makes Foot locker THE sneaker retailer that connects people with the products, brands, and communities that shape culture.

It Always Will Be Foot Locker was created by creative agency, Someplace, was directed by Somesuch director, Kim Gehrig, and narrated by US rapper and music producer, Method Man, and kicks off an full campaign spanning broadcast, social, digital, out-of-home, and in-store, bringing the platform to life across culture. The broader campaign includes Sole Stories, a 36-episode short-form documentary series created with entertainment studio, Hartbeat, featuring the stories of the creators, influencers and sneaker fans who define and determine sneaker culture.