TWO WXY X Footlocker
PUTTING THE BASKETBALL CONSUMER AT THE CENTER
New Balance Basketball naturally had access to elite athletes, but for Foot Locker we saw an opportunity to tell the story from the other side of the game.
Instead of building the campaign entirely around professional talent, we focused on the people who actually live basketball every day — using casting, locations and styling that felt authentic to the Foot Locker consumer. That shift changed the role of the product. TWO WXY wasn't simply a shoe worn by professionals; it became part of the basketball culture the audience recognized as its own.
Role: Art Director
Focus: Consumer Insight / Campaign Concept / Art Direction
