"It Will Always Be Foot Locker"

9 August 2026

2 mins 10s

Colour me this.

The conceit at the heart of this splendid commercial for Foot Locker is that the retailer has been the one reliable constant in the ever-changing realm of sports footwear, and this narrative is cleverly constructed through the prism of colour. Director Kim Gehrig commandingly blends archive footage, an excellent voice-over performance from Method Man, and a music track that builds to a perfect crescendo.

During a panel discussion chaired by the editor of DAVID REVIEWS a number of years ago, Kim Gehrig said that she would reconsider whether a piece of advertising had been successful if she subsequently discovered that it had not had a positive impact on a brand's bottom line. It's safe to say that there is not going to have to be reconsideration of this TV spot as everything about it suggests an immediate and dynamic impact on sales. Seldom have we seen such a fantastic flex from a brand as this...it is a bold assertion of their dominance and it's delivered with authority and humour.

There will be bigger, flashier ads than this in 2026, some of them made by Gehrig, but will there be one that such a perfect fit for the brand? Possibly not.

USA

Clothing Retailers