Foot Locker, the New York-based specialty athletic retailer, launched on Youtube a series of five new commercials with Adidas featuring NBA Draft prospect Dante Exum of Australia. The latest ads are part of Foot Locker’s successful “Approved” marketing platform and poke fun at Exum’s current “celebrity status,” or lack thereof, while centering on the idea that “Life Changes After the Draft.”
In one of the spots, entitled “Paparazzi,” Exum expresses concern about going to a Foot Locker store due to the possibility of paparazzi being there, to which his friends respond by laughing uproariously, knowing he’s a relatively unknown commodity in the United States. Another spot, entitled “Autograph,” shows a friend catching Exum practicing his autograph, subsequently causing him to become dejected. Other spots in the series feature Exum in a range of humorous situations, including wondering about how to deal with fan mail, convincing a neighbor he’s a basketball player and struggling to make a restaurant reservation with his foreign accent. Each of the five spots will debut digitally on Foot Locker’s YouTube channel on Monday, June 23. The spots will also takeover NBA.com on Wednesday, June 25. The spots will make their television debut on ESPN during the NBA Draft on Thursday, June 26.
“The NBA Draft is a once-in-a-lifetime experience, and we’re excited to partner with adidas to introduce Dante’s outstanding personality to American basketball fans and bring some levity to this special event with our ‘Life Changes After the Draft’ campaign,” said Stacy Cunningham, Executive Vice President of Marketing at Foot Locker.