February 2009
KMART recently premiered a commercial that launches its exclusive arrangement with Protege, a brand new shoe brand created with NBA star Al Harrington.
The spot was directed by Justin Leibow of Superfad for Agency Draftfcb and features Harrington presenting the philosophical ingredients that make up his new, high performance basketball line at an accessible price point.
Protege was designed so that basketball players of all ages and income levels can have high quality, top of the line shoes just like the pros wear.
The shoes rival those at 3-4 times the price and are personally wore on-court by Harrington and other major players.
To approach the commercial launch of this unique line for retailer Kmart, Superfad started with the premise that the shoes are an authentic expression of their origin.
Accordingly, the spot combines live action sequences of Harrington both on court with him presenting photo-real animated elements that deftly coming together to create the Protege.
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