Cannes Lions


FHV BBDO, Amsterdam / FOOT LOCKER / 2007







Foot Locker Europe and Nike have partnered together to launch the new chapter of the Tuned saga, introducing the all new Tuned Air 8. The Tuned Air series has been a massive success for both Foot Locker and Nike. This campaign had to revitalise the Nike Tuned line at Foot Locker and make the Nike Tuned Air the greatest sneaker since the Nike Tuned Air 1.The Nike TN8 gives you status. Royal status. On a street-credible level that is. Nike Tuned Air 8 wearers are privileged. That is why the campaign crowns them KINGS OF THE STREET, using the King from a deck of playing cards.


Outdoor: Foot Locker headed to the streeets to pro-actively seek out the local Kings of the street and invite them to make themselves known to us and the public.These kings were photographed on a concrete throne that was placed in a central place in the city.Website: On the Foot Locker website 'potential' kings could upload their photo and were invited to explain why they deserved the title King of the street in Marseille, Rome, Milan or Paris.In-store: The windows of the stores featured a local King of the street. On the window itself people could read this story and learn why he is King.

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