AKQA, London / FOOT LOCKER / 2016
A Jordan obsessive YouTube influencer, Brad Hall is not the typical sneakerhead. His uniquely awkward, dry humored shoe unboxings and reviews have garnered him a dedicated following in the sneaker world, making him the perfect unconventional face for our campaign.
We partnered with Brad to create exclusive video content for Foot Locker’s online channels. In each video, Brad unboxes and reviews the latest pair of Air Jordans, calling out their specific product features, benefits and aesthetics in his own special way. From special effects malfunctions, midnight shoe reviews, custom hand-knitted basketball jerseys, to ridiculous amounts of plastic, we successfully subverted the unboxing ceremony, cut through the clutter and helped deliver near 100% sell-through for Footlocker.
Our campaign launched November 27, 2015 and ran through until Boxing Day on December 26th. Every time Nike released a new pair of Jordans, Foot Locker released a new video from Brad – entertaining and explaining to consumers the specific product features, benefits and aesthetics of each new pair of sneakers.
Brad was a huge success. He earned Foot Locker 10X their average views on YouTube, 334K visitors to the Air Jordan hub on the site, and 100% sell-through on Air Jordans, with the AJ XI selling out online within 24 hours of their release. He managed to drive so much traffic to the site that it broke. Brad literally broke Foot Locker Internet. He is the Kim Kardashian of the Foot Locker world.