At the end of November Foot Locker released an incredible ad with Kyrie Irving, showing what happens during one of those huge, cinematic dunks. How did the company decide to follow up their recent success? The answer is one part Ricky Rubio, one part backyard wrestling and several parts awful.
http://youtube.com/watch?v=Xufn__4y9_g?rel=0
What a blown opportunity by Foot Locker. Their Irving spot got the advertising and sports world buzzing. Unfortunately, this spot with Rubio not only fails to capture that same winning formula but it's also a bit odd and uncomfortable to watch. Rubio engages in an odd embrace in someone's backyard before the two men tumble on top of some old mattresses. Thrilling television. Add in the fact Rubio is still recovering from an ACL injury, the whole backyard wrestling concept is even more bizarre.
The slogan used here isn't much better. Ricky Rubio is still Ricky Rubio off the court. Well of course he is. Why wouldn't he be? The idea that his entire identity is directly linked with his footwear isn't just silly, but it's kind of ridiculous. At the very least, Foot Locker could have made their idea entertaining and could have really placed Rubio in a humorous situation instead of the awkward one above. Maybe one with a speaking role.
