After helping to win the global Foot Locker business for the fine folks at Preacher, my partner and I worked on the back-to-school campaign. But there was an odd catch. The phrase back to school is used only for the Kids Foot Locker portion of the business. So the ask from the client was to create buzz around back to school, and give a nod to back to school, without saying 'back to school.' Thus Sneaker Season was born.

In addition to :15 TV, we extended the campaign in local communities, where consumers were invited to celebrate Sneaker Season at stores across North America with local food vendors, sneaker cleaning stations, programming for kids/young adults, special appearances and more.