The latest Foot Locker’s European campaign’s of course focused on the back to school issue. Covid-19 is real, but it is also essential that the kids and the teenagers go back to a proper social environment in which they can express themselves. However, the school environment could also be a source of social anxiety, and many adolescents feel the burden of being constantly judged by their peers.
Therefore, Foot Locker decided to shape a powerful narration which is all about stories of role models who went against prejudice and raised their voices in order to affirm themselves. Abisha is a rising British popstar. She grew up in the cloudy Devon country, and often felt mocked at and marginalized because of her extravagant personality.
Jordan Charles is an albino model, and fought against mockeries since he was five years old. He decided to become a model in order to give voice to all the other albinos who are rarely represented.
“Shoes Don’t Change The World. Being Yourself Does” is the self-empowering message chose by the brand, which appears beside the promotional shots and videos. Abisha and Jordan are wearing some of Foot Locker’s best sellers, including adidas Superstar and Nike Air Force 1.
We wish you an amazing back to school!