Shoes don’t change the world. You do.
In 2020, Foot Locker pledged to donate $200m to the Black community through economic development and education. We unveiled the new brand platform to inspire change for the future: Shoes don’t change the world. You do.
The statement is born out of the insight that shoes don’t make the person, the person makes the shoes.
Campaign Film - HO20
Directed by Salim Adam - @Salim_Adam
Shot on 16mm film
Representation
The ‘Shoes don’t change the world’ campaign celebrates inclusion and the importance of being yourself.
When we don't see others like ourselves, we wonder what's wrong with us.
When in reality, our difference is our power. Representation is what will inspire the next generation to embrace and celebrate being different.
Abisha and Jordan reveal their own experiences growing up and not being accepted and fighting for a better representation in their art.
Campaign Product Photography
Shot by Marvin Bonheur - @Monsieurbonheur
Photography for in-store and social media use.
Agency: AnalogFolk Amsterdam
Creative Lead: Cécile Pimont & Pieyre-Alexandre Treuil, Tesja Bonnie
ECD: Carren O’Keefe