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2019 ADC Awards - Advertising

The Sun and the Snake

Agency BBDO / New York + MTC

Client Foot Locker
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Annual ID

ADC_ADV19102M

About the Work

Japanese shoemaker ASICS had partnered with sneaker retailer, Foot Locker, to release a martial arts-inspired apparel collection called the Dojo Pack. In an industry dominated by large shoe companies like Nike and Adidas, ASICS wanted to promote the Dojo Pack in a unique and ownable way that would distinguish them from their competitors. We created The Sun and The Snake, a five-part, shoppable, anime series on Instagram starring Luka Sabbat, Princess Nokia and YFN Lucci. Instagram is where sneakerheads spend most of their time, so by releasing it on Instagram, we had a better chance of reaching the intended audience. Anime has never been more popular in sneaker culture, and everyone from athletes to rappers has expressed their love for it. So to launch the Dojo Pack, an anime series made perfect sense due to anime’s popularity in sneaker culture, ASICS’ Japanese heritage and Foot Locker’s reputation with sneakerheads.