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Aug 15 2011

Foot Locker Goes Back to School with “It’s a Sneaker Thing”


BOSTON – August 16, 2011 – Just in time for the back-to-school shopping season, Foot Locker is introducing its latest campaign to further demonstrate Foot Locker’s shared passion with consumers for athletic footwear, brought to you by SapientNitro, part of Sapient (NASDAQ: SAPE).

The new multi-channel campaign kicks off with “It’s a Sneaker Thing” TV spots that feature students who have an obsession with sneakers – so much that they reinterpret famous moments in history. Whether it’s the invention of “fly” by the Wright Brothers or the discovery of gravity’s effects by Sir Isaac Newton, sneakers are always the focal point.

“It’s a Sneaker Thing” TV spots “Wright Brothers” and “Newton” were created by SapientNitro and produced by Biscuit Filmworks. They were directed by Aaron Ruell, best known for his role as Kip Dynamite in “Napoleon Dynamite.” They debut on broadcast TV networks, including MTV, ESPN, and BET to name a few, beginning on August 15.

In addition to the TV commercials, the campaign is a completely integrated campaign that encompasses digital, print, and in-store communications. Some highlights include a classroom-inspired portal on as well as a reskin to; print ads and in-store display of reinterpreted classic book covers, such as “Dunkenstein,” “For Whom the Buzzer Tolls,” and “Ballerhouse Five;“ and an online ad campaign featuring a new SAT test: the Sneaker Aptitude Test.

Multimedia assets:

Stream the spots: Wright Brothers & Newton

About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Foot Locker, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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Sapient is a registered service mark of Sapient Corporation.

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