Foot Locker and Nike Go Home and Away to Celebrate Local Sneaker Culture

Creative agency MLTI NYC together with Lanfranco & Cordova NY has premiered a new film campaign for Foot Locker x Nike which highlights local sneaker culture and pride across five U.S. cities. The campaign — titled 'Home & Away' — features two local-inspired custom Nike Air Max sneakers per city, along with professional athletes, artists, musicians, trend-setters and sneaker enthusiasts.

The campaign — which sheds light on the under-represented cities of Detroit, Philly, Seattle, Baltimore and Dallas — was an opportunity for Foot Locker to celebrate the unique nuances of sneaker culture within each city. The story was told through an engaging “round-table” discussion while B-Roll footage of each respective city was projected in the background.

The “round-tables” brought together key local celebrities to express what makes their city the most Proud (Detroit), Obsessed (Philly), Underrated (Seattle), Raw (Baltimore) and Hungry (Dallas). Each celebrity represented a different aspect of their hometown (sports, music, art, style), but they all shared a common pride for their city and passion for sneakers, which was palpably displayed through their conversation and chemistry on set. The result was a series of films that authentically captured each city’s culture through elevated visual richness.

The content rolled out city-by-city on Foot Locker’s social media platforms. You can view the films on Foot Locker’s Instagram @footlocker, MLTI NYC’s Instagram @mlti_nyc, as well as Foot Locker’s YouTube channel.