Nike X Footlocker House of Hoops

How do you win over sneakerheads — the crowd that lives and breathes authenticity, and convince them the new Foot Locker House of Hoops store deserves a place in the culture.

01 Approach

For the launch, we went back to the source material: the shoes themselves. Eight original kicks inspired eight distinct creative sets, each shaped by the personality and legacy of a specific release. The AJ Neon Spizike to celebrate Black History Month, the patent leather AJ 11 Bred’s, the Barkley Posite Max Area 72’s and the AJ 1 OG retro highs to name a few. Each became a visual world with its own tone, texture and narrative.

A grid of eight different Nike Air Jordan sneakers, each with unique designs and color schemes, displayed against a light gray background.

Three young adults standing in an alleyway decorated with string lights, wearing casual streetwear and sneakers, with brick walls and fire escape stairs visible behind them.

02 The 8

To build excitement for the release of The 8, we empowered eight key sports and culture ambassadors to lead the campaign. Over eight consecutive days, each creator took over the narrative, challenging their followers from their own channels to prove their sneakerhead creds by posting shots of their sneaker collections.

They dropped custom visuals, hosted daily submission calls, and crowned winners from their communities, effectively turning their personal platforms into the campaign's main stage.

This approach cultivated authentic connections and transformed the launch into a cultural moment.