AMV BBDO Hold Court with Snoop Lion

Foot Locker Europe and adidas Originals launch a new campaign for the exclusive adidas Originals ‘Hard Court Defender’ mid cut sneakers.

The campaign, aimed at 15-25 year old men, is the first work created by AMV BBDO for adidas Originals and Foot Locker Europe. It takes us right into the heart of the most glorious event in sneaker history; the coronation of LA’s sneaker king, Snoop Lion.  The campaign is inspired by the single ‘Here Comes the King’ from Snoop Lion’s latest album.

In the commercial and longer online video, featuring Snoop’s track, we follow the journey through downtown LA of a Foot Locker Europe Striper as he delivers a precious new pair of ‘Hard Court Defenders’ encased in a crystal box.

 

The Striper arrives at a Venice Beach basketball pitch where the striper makes his way through a gathering of LA’s finest. The assembly of LA street royalty; models, musicians, low-rider drivers and street dancers dutifully step aside to where we discover King Snoop sat on his throne, quite literally ‘holding court’. 

The 30” TV and seeded long form coronation video drive people to Footlocker.eu where they can buy the products and find further films which provide a more colourful insight into the fascinating characters that make up Snoop Lion’s court.

There is also a significant point of sale campaign which captures the flavour of this historic event, recreating Snoop’s court and bringing LA street culture to Foot Locker Europe stores throughout Europe.

The campaign, consisting of the TV ad, online video, branded content, cinema, website and point of sale will run from the 23rd August for 4 weeks in the UK, Spain, Netherlands, Italy, France, Canada and Australia.

Credits

 

Project: Back to School
Client name & job title: adidas& Foot Locker Europe

    
Diana Berte - Senior Manager, Account Marketing
Tommaso Calzolari - GTM Manager , Communications
Anna-Baika Fladenhofer - GTM Manager, Communications
Emma Pook, GTM Manager, Communications

Amandine Bigaret – Brand Director
Anna Stewart – Manager, Brand Concept
Eline van der Stok – Associate Manager, Brand Concept
Katerina Nedyalkova – Associate Manager, Brand Activation
Creative Agency:    AMV BBDO
Creative Director:    Thiago De Moraes
Creative team:    Michael Jones and Adam Whitaker 
Agency Planner:    Alex Lewis
Agency Account Man:    Jonny Spindler, 
Board Account Director: Benedict Pringle, 
Account Director: Chris Kiernan, 
Account Manager: Matteo Della Venezia

Production Company: Pulse
 
Director: Ben Newman
 
Photographer: Michael Ragen
 
Production Co. Producer: James Sorton 
TV Producer:    Anita Sasdy
Digital Producer:    Angela Meier 
Media Agency:    Carat
Media Planner:    Claire Thomas - Digital Planner
VFX    MPC