Danielle Locke

The Beautiful Problem

The new adidas Originals Space Diver sneaker needed to hit the shops with a bang and inspire consumers to head to Foot Locker, the only retailer exclusively selling the new breed of shoes. How could we get discerning ‘sneaker heads’ talking about the launch and, most importantly, going to Foot Locker to buy the shoes?

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehaviour

Rather than focusing on how cool the sneakers looked, we brought to life how spectacular they made our audience feel: with a pair of Space Divers on, you can conquer anything, whether you’re out with your mates, or Snoop Dogg on a downtown LA skyscraper.

Danielle Locke
Intelligent Misbehaviour
Danielle Locke

Cultural Impact

It ended up being Foot Locker’s most successful ad ever, with over 5 million organic views. It even had to be taken off air early as Foot Locker had sold out of the sneakers.

Danielle Locke
Cultural Impact