There’s no doubt that sneaker heads take their kicks very seriously. For most, an uninspired footwear choice is a sartorial faux pas. For those who happen to find themselves in pro-baller James Harden’s posse, wearing anything but the freshest high tops is grounds enough to be traded to Kris Humphries’ less-fly entourage. Particularly when Foot Locker is bringing new heat every day.
In “Mirror”--a humorous spot for Foot Locker created by BBDO New York and directed by Aaron Stoller of Biscuit Filmmworks--Harden prompts a would-be groupie to up his sneaker game, lest he meet a fate similar to Maurice, a former crew member dealt to Humphries for his footwear fashion crimes. Humphries, who coaxes accolades from his buds, takes a surprisingly funny and self-deprecating turn and is a well-played understated foil to Harden.
The spot is meant to promote Foot Locker’s two-month-long Approved Heat event, will be the centerpiece of a campaign during the NBA All-Star game, and appeared in a local pre-Super Bowl spot this weekend.
Online, the spot has already drawn over 3 million views, and fans are encouraged to follow poor Maurice’s journey from Harden’s exciting party-life crew to becoming a Humphries yes-man on twitter at @HelpMaurice. For Humphries’ part, he’s taking this insecure superstar role like a comedy champ.