The Background
Foot Locker brought us on to create content around the new Reebok Iverson’s Question sneakers—a classic silhouette that debuted in 1996 when Allen Iverson, then a rookie shooting guard, first touched the NBA hardwood with the iconic Reebok Question. With this new version of the Question shoe, we went for a “new” approach—promoting the release through real-life generosity and storytelling in which successful individuals have the opportunity to gift a pair of the sneakers to someone who helped them on their road to success.
The Approach
While highlighting the shoe, we wanted the experience to feel real so we told the story in the homes and comfort zones of our characters. It was important to us to let the talent shape the narrative, making the gift and content authentic, the interactions meaningful and the audience reaction powerful
The Work
Our team brought on @renny and @conceitednyc to create two hero videos that lived on their channels and Foot Locker’s owned social channels. The two videos have similar undertones that display gratitude and human connection but are unique in their delivery. Renny gifted the Questions to his uncle, setting a more emotional and familial tone whereas Conceited gifted @smackwhite, a key character in rap-battle career. The videos garnered 600K+ Impressions, 100K+ Engagements, had a reach of 17MM+ and were seeded amongst other branded content.
