Amsterdam, December 4 2014 – To celebrate the arrival of the latest collection in Foot Locker throughout Europe, Jordan proves there’s much more to Blake Griffin than just his dunks.
In a message straight to the naysayers, commentators and skeptics who say that Blake Griffin is “only a dunker”, Jordan’s latest campaign for Foot Locker proves there’s more to this 6’10” Jumpman endorser.
Created in partnership with Wieden+Kennedy Amsterdam, the campaign’s 30-second film shows the multidimensionality of Griffin’s talents and how this high flier’s game has risen to a level above all expectations.
Shot in black and white by renowned director Paul Hunter, the film doesn’t show the expected dunks. Instead the film sees Griffin throw down some iconic moves that define him as more than just a dunker. As that’s the great thing about expectations; you can live up to them, or take flight and rise above them.
“The Jordan brand has a long tradition of showing athletes in a unique light, so it was nice to show the world a whole other side to Blake Griffin,” says David Smith, Wieden+Kennedy Amsterdam Creative Director.
Social and digital activity underpins the film, with Griffin challenging ballers everywhere to raise their game and fly above expectations.
‘Above Expectations’ is airing now on TV in France and Italy, and also features in online activations in these markets along with the United Kingdom. Fans can watch the film on Foot Locker Europe’s Youtube page now.
The latest Jordan collection, including footwear and apparel, is available at Foot Locker stores throughout Europe and online at www.footlocker.eu
JORDAN X FOOT LOCKER – ABOVE EXPECTATIONS
Ed Collin Brand Communications Director Europe
Nicolas Kettelhake WE Brand Communications Director
Marco Palermo WE Brand Communications Manager
Tim Cincotta Vice President Marketing
Amandine Bigaret Brand Director
Anna Stewart Kenkel Manager, Brand Concept
Executive Creative Director Mark Bernath, Eric Quennoy
Creative Director David Smith, Alvaro Sotomayor
Art Director Jordi Luna
Copywriter Mohammad Diaa
Contributing writer Amir Farhang
Head of Broadcast Production Joe Togneri
Broadcast Producer Joe Togneri
Interactive Producer Alex Groelleman
Planner Danny Feeny
Group Account Director Kirk Johnsen
Account Director Kathryn Addo
Account Manager Luke Purdy
Studio Artist Noa Redero
Project Manager Janna Harrington
Business Affairs Kacey Kelly
PRODUCTION COMPANY PRETTY BIRD UK
Director Paul Hunter
Director of Photography Don Davis
Producer William Green
Executive Producer Juliette Larthe, Margo Mars
EDITING COMPANY WHITE HOUSE POST
Editor Sam Gunn
AUDIO POST WAVE AMSTERDAM
Sound Designer/Mixer Randall McDonald
MUSIC MASSIVEMUSIC AMSTERDAM
Title Dices Watson (original score by MassiveMusic)
Music Company MassiveMusic Amsterdam
POST PRODUCTION GLASSWORKS AMSTERDAM
Flame Urs Furrer
Telecine Scott Harris
Producer Olivier Klonhammer, Anya Kruzmetra
About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their customers. Founded in 1992, the Amsterdam office is a truly international agency purpose built to produce global and pan-European campaigns. Clients include Nike, Heineken, Booking.com, Tesco Mobile, Electronic Arts, Proctor & Gamble.