Foot Locker Partner with Adidas to Launch New Ads with NBA Draft Prospect Dante Exum

By Community | June 23, 2014

Foot Locker, Inc., the New York-based specialty athletic retailer, has launched a new marketing campaign including a series of five new commercials in partnership with adidas featuring NBA Draft prospect Dante Exum of Australia.

The latest ads are part of Foot Locker’s successful “Approved” marketing platform and poke fun at Exum’s current “celebrity status,” or lack thereof, while centering on the idea that “Life Changes After the Draft.”

Each of the five spots will debut digitally on Foot Locker’s YouTube channel on Monday, June 23. The spots will also takeover NBA.com onWednesday, June 25. The spots will make their television debut on ESPN during the NBA Draft on Thursday, June 26.

“The NBA Draft is a once-in-a-lifetime experience, and we’re excited to partner with adidas to introduce Dante’s outstanding personality to American basketball fans and bring some levity to this special event with our ‘Life Changes After the Draft’ campaign,” said Stacy Cunningham, Executive Vice President of Marketing at Foot Locker.

“Working with Foot Locker on the ‘Life Changes After the Draft’ campaign was an amazing experience, and I am thrilled to be a part of the campaign,” said Exum. “The NBA Draft will certainly be a life-changing moment, and it was fun to be featured in these commercials that are going to help people see my personality.”

The Exum commercial series headlines a big week of draft activation for Foot Locker, which also includes the brand’s third annual SLAM draft suite on June 24 and 25, whereby exclusive interviews will be conducted to create new digital content with some of the top prospects in this year’s NBA Draft.