As the New York Knicks advance deeper into the playoffs, Foot Locker had an opportunity to own the cultural conversation around the East — not just through product, but through city pride, rivalry, and fandom.
Following the momentum created by Nike’s Philly cheesesteak activation, Foot Locker can answer with a New York-first experience that celebrates the city while positioning
the Knicks AF1 as the sneaker of the Eastern Conference playoffs.
To celebrate the launch of 100 exclusive Knicks Air Force 1s, I was tasked with designing a Bodega inspired Food Truck that would be at the center of the campaign plus additional assets.
Using the Foot Locker branding and Knicks colors as a jumping off point I incorporated classic Deli elements like a store sign, menu and an awning to tie it all together.
