The One Show
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About the Work
Our challenge was to re-establish ourselves as the authority in Air Max, bringing sales back to Foot Locker from other retail, DTC channels, or secondary marketplaces.
Reestablishing our Air Max authority meant we needed an idea that truly encompassed what makes the sneaker so special to our community. The Air Max is unique in that it’s constantly updating itself, having a fluid form that reflects the individuality of new generations of sneaker lovers. So we sought to execute an experience for our audience by leveraging an unexpected channel that mirrored the same constant fluidity of this amazing sneaker – Google Slides. A place we discovered sneakerheads over indexed on usage by tracking sneaker releases, monitoring resale prices, participating in raffles, or collaborating on their own creative pursuits.
This shaped the idea into The Endless World of Air Max, a sneaker culture and entertainment hub on Google Slides. Matching the constant evolution of the AirMax, the hub served as an ever-evolving platform, hosting events such as livestreamed art sessions, Air Max Trivia, Air Max fantasy bracket, hidden prizes, and more over a 22-week period. All while updating sneaker enthusiasts on Foot Locker's available product and linking directly to e-comm. Throughout this activity, a team of 3D hand-drawn illustrators, typographers and graphic designers constantly changed the visuals within the experience in real time to keep it exciting - even for return visitors.
The campaign was able to blow expectations out of the water, leading to a 39% increase in revenue during the campaign period vs 2019.
Reestablishing our Air Max authority meant we needed an idea that truly encompassed what makes the sneaker so special to our community. The Air Max is unique in that it’s constantly updating itself, having a fluid form that reflects the individuality of new generations of sneaker lovers. So we sought to execute an experience for our audience by leveraging an unexpected channel that mirrored the same constant fluidity of this amazing sneaker – Google Slides. A place we discovered sneakerheads over indexed on usage by tracking sneaker releases, monitoring resale prices, participating in raffles, or collaborating on their own creative pursuits.
This shaped the idea into The Endless World of Air Max, a sneaker culture and entertainment hub on Google Slides. Matching the constant evolution of the AirMax, the hub served as an ever-evolving platform, hosting events such as livestreamed art sessions, Air Max Trivia, Air Max fantasy bracket, hidden prizes, and more over a 22-week period. All while updating sneaker enthusiasts on Foot Locker's available product and linking directly to e-comm. Throughout this activity, a team of 3D hand-drawn illustrators, typographers and graphic designers constantly changed the visuals within the experience in real time to keep it exciting - even for return visitors.
The campaign was able to blow expectations out of the water, leading to a 39% increase in revenue during the campaign period vs 2019.
2021 Awards
Total Points: 3
Merit
Credits
Agency
BBDO / New York
Production Company
BBDO Studios / New York
Art Director
Sho Matsuzaki
Woo-Jae Yoon
Chief Creative Officer
David Lubars
Creative Director
Martins Zelcs
Designer
Jay Giraldo
Kim Blasnik
Editor
Alex Lubars
Brad Go
Account Director
Raymond Dorcely Jr.
Account Executive
Matthew Nein
Audio Chief Engineer
Cory Bauman
Color Correction
Dan Edwards
EVP, Account Director
Janelle Van Wonderen
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