Threaded Logo - Wht

The Threaded Program

Foot Locker approached us with a goal to catalyze change for Black entrepreneurs and students by infusing education and economic growth opportunities into their lives and businesses.

They asked us to build a program to dimensionalise three distinct tentpoles around this premise: one that would stand on its own year-over-year (LEED); an extension that would run every October, spanning Black Business Month (BBM); a visual identity and concept for HBCU Homecoming.

We created “Threaded,” an encompassing, evergreen annual program designed to highlight designers of Color and their fashion brands by breaking down the barriers that have obscured their talent for too long. Like the threads that seamlessly blend together to make a t-shirt or a hoody, their creativity intertwines with culture, heritage, and innovation, crafting a tapestry that amplifies the richness of fashion and sneaker culture.

Threaded LEED & BBM Visual Inspo

“Threaded” kicked off by highlighting 5 dynamic entrepreneurial designers and their brands for the 2023 Color of Change program.

The Future is Color x Erwin Hines

The mission of Future Is Color® is to shape accessible space for intentional conversation around collective liberation and build a community rooted in love and empathy.

By Lambo x Lambo Keem

Lambo immerses himself in his own community, Brooklyn, New York, and that community is the inspiration and sustenance of the brand continuously evolving today.

Hella Bay x Teresa Kimbrough

From a pipe dream with around three designs to a growing, thriving business, Hella Bay Clothing is a Bay Area picture that plans to be around for a very long time.

Gratitude Chicago x Nick Fox | Malcolm Fox | Darick Anderson Jr.

Gratitude Chicago’s ultimate goal is to connect people on a common front, being grateful for what they have been so fortunate to have.

For the Fan x Somos Thompson

Thompson’s For The Fan brand works with independent creatives, giving them the opportunity to work with their resources with plans for even bigger social impact programs for Baltimore and D.C.

BBM Annual Update

Using a combination of live footage and motion graphics, we created a video about the LEED program’s 2022 milestones featuring two stripers presenting facts and information in a direct-to-camera style format.

To illustrate the stats in an easily digestible format, we developed stylized infographics for Foot Locker’s social media.

Foot Locker BBM Class of 2023

Instagram Carousel Stat Recap

Foot Locker LEED '22 Recap Carousel IG 2023

Designer Highlights

We captured and edited a stylized mix of designer portraits, behind-the-scenes footage, design macros, B-roll footage, and interview soundbites to craft compelling features for each designer’s story and brand.

SWIPE to see more... BBM Designers C/O '23

BBM Photography

The photography conveyed a sense of empowerment and pride, bringing to life the entrepreneurial spirit within the Black community. This visual narrative aligned with the overarching theme of “Threaded,” illustrating their impact and significance in shaping sneaker culture and beyond.

BBM Class of 2023 x Foot Locker
BBM Gratitude Chicago On Model
BBM Designer Stills 2023
BBM For The Fan On Model
BBM Future Is Color Off Model
BBM Future Is Color Off Model
BBM By Lambo Off Model
BBM For The Fan On Model
BBM For The Fan On Model
BBM Hella Bay Off Model
BBM By Lambo On Model
BBM Future Is Color On Model
BBM Future Is Color Off Model
BBM Reach On Model
BBM Future Is Color On Model
BBM Hella Bay Off Model
BBM By Lambo On Model
BBM Reach On Model
BBM Gratitude Chicago Off Model
BBM For The Fan On Model
BBM Gratitude Chicago Off Model
BBM Gratitude Chicago On Model
BBM For The Fan Off Model
BBM By Lambo Off Model
BBM Future Is Color On Model
BBM Hella Bay On Model
BBM Gratitude Chicago On Model
BBM Gratitude Chicago Off Model
BBM Gratitude Chicago On Model

It takes many single threads to weave a tapestry. The whole is stronger than the one.

FL Wrap Class of '23

Client

Foot Locker

Elements

(:60s) LEED Annual Update Hero Video x1
(:60s) Black Business Month Hero Video x1
(:15s) Black Business Month Cutdowns x5
Final Still Images (x115)

Year

2023

Superpowers & Skills

Creative Direction
Art Direction
Set Design
Wardrobe Styling
Photography
Editing

Superheroes & Supersheroes

Creative Director: Wisdom Sewell
Executive Producer: Octavia Pride
Producer: Kenyatta Coleman
Director/ACD: Carlton Adams
Photographer: Faiz Ghori
Sr. Copywriter: Jay Zschunke
Designer: Giannina Vera
Post Production: Fat Shiba

Threaded x Foot Locker

Explore Foot Locker’s “Threaded,” an annual Program my team designed to reward and encourage the vibrant tapestry of Black creativity, culture, and entrepreneurship in sneaker culture.

Wisdom Sewell™

As a creative virtuoso and AI polymath, I’ve transformed Fortune 500 titans, redefined cultural relevance, and propelled A-list stars to new heights. Let’s write your success story, next!

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