Eastbay, the direct mail division of Foot Locker, and its agency The Vault NYC are kicking off the new school year with an inspirational ad campaign designed to celebrate high school athletes and the hard work it takes to become exceptional.
"The Moment" film supports the “get the best to be your best” brand positioning of the online supplier of athletic shoes, clothing and sports equipment. Shot in Brooklyn with more than a dozen athletes playing basketball and wrestling, the film's voiceover acknowledges the hard work that is needed in order to achieve game day success. The clip incorporates both men and women athletes in hyper slow-motion, real-time and faster-than-real-time action.
“Eastbay just gets the mindset of high school athletes – those who know deep down that success is less about game day highlights and more about teamwork and effort during practice -- before these so-called ‘moments,’” said Jon Paley, CCO and managing partner of The Vault NYC.
The Vault NYC created multiple spots and versions, including :30 and :15 cut-downs plus :10 versions that are sport-specific, including one for wrestling, one for male basketball, one for female basketball. These versions will run across Eastbay’s channels, including its new mobile app, plus numerous sports-focused and other digital outlets, including Stack Media, BallisLife, Max Preps and Hudl. There are also print and digital banner ads as part of the campaign as well as an extension in its catalog.