Foot Locker Digs The 1990s, Goes Retro With Jason Tatum For 'Discover Your Air' 
Thursday, August 23, 2018 at 12:22PM in Ad Campaigns, Foot Locker, Jason Tatum, NBA, Nike, ad campaigns, sports marketing

NYSJ Sports-Entertainment Business News Service

August 22, 2018: Foot Locker has taken Boston Celtics forward Jason Tatum back to the future — but only the 1990s — for its new multi-platform campaign, "Discover Your Air.”

The campaign supports the release of two collections:  the Nike Air Origins pack (Aug. 23) and the Nike Air Frequency pack (Sept. 15). 

The collections trace back to the 1990s, when Nike teamed with Foot Locker to release a series of Jordan Air kicks.

"Our Foot Locker shoppers have come to expect the most extensive collection on Nike Air products — and this summer is no different," Patrick Walsh, vp-marketing for Foot Locker North America, said in a statement.

"Tapping into the ‘90s and the retro style trend, the Nike Air Origin and Frequency collections are dropping with a lot of anticipation. With these launches, the momentum of 'Discover Your Air' is just getting started."

The effort is anchored by a 60-second spot, "Unearthing," in which Tatum — who was born in 1998 and missed most of the 1990s — discovers a time capsule buried in his front lawn.

When he opens it, he finds it filled with an array of items from the 1990 decade, including a video cassette, a Super Soaker and fresh pair of shoes from the Nike Air Origins pack.

Jazzy soul music from the era accompanies the action, which is seen as if viewed on a computer from 20 years ago.

The digital content for "Discover Your Air”, created by Bullish, can be viewed on Foot Locker's Instagram and YouTube channels, where viewers can “unearth additional content from key influencers in the hip-hop, style and culture space through mid-September.”

According to Foot Locker, "Discover Your Air" experiences will occur in select local markets, starting with a skate party in Atlanta (Aug. 24-25).

During a Foot Locker takeover in Houston (Sept. 3-4), consumers will get to “experience elevated shopping experiences, local eats and giveaways, immersing themselves in the best of ’90s style and culture, inspired by the Nike Air Origins and Frequency packs.”

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