Ad of the Day: James Harden boasts lavish lifestyle in latest Foot Locker spot

It’s pretty great being James Harden right now, according to Foot Locker’s latest digital campaign with Adidas, featuring the NBA star boasting his lavish lifestyle on a luxury yacht.

The spot, entitled ‘Summer of Harden,’ tracks the player as he reflects on his recent accomplishments, including what he dubs his “little raise at work” (Harden recently signed the biggest contract extension in NBA history, worth $228m).

In the ad, debuting on Foot Locker’s YouTube channel, Harden goes about his routine, working out on a treadmill, perfecting his shot, recovering in a hot tub and putting on Adidas shoes. As he reflects on his summer, it transpires the NBA star’s routine is taking place from a luxe private yacht, as ‘In My Bank Account” by 21 Savage drops.

“I’ve definitely had a summer to remember,” said Harden. “I like to give my fans a look into my life off the court and we had fun with Foot Locker and Adidas on this one to make this a little extra with the yacht.”

The campaign coincides with the release of the third colourway of the Harden LS, “LA Life,” which launch at Foot Locker later this week.

Foot Locker: Foot Locker, Adidas ‘Summer of Harden’

Agency: Foot Locker
Client: Foot Locker, Adidas
Date: August 2017
Foot Locker dropped its newest digital campaign with Adidas, featuring NBA star James Harden. The spot, entitled ‘Summer of Harden,’ follows the player as he reflects on his notable off-season accomplishments and adventures.
In the commercial, debuting on Foot Locker’s YouTube channel, Harden goes about his daily summer routine, working out on a treadmill, perfecting his shot, recovering in a hot tub and getting dressed in the freshest Adidas gear from Foot Locker. He reflects on his off-season experiences, from the runways of Paris Fashion Week to his “little raise at work,” as it becomes apparent the NBA star’s off-season routine is taking place from the luxury of a sun-soaked private yacht.
The campaign features some of Harden’s favorite off-season sneakers, including the Adidas EQT, alphabounce and Harden LS, all available at Foot Locker. The third colorway of the Harden LS, “LA Life,” drops in Foot Locker stores and on footlocker.com globally later this week.
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Tags: North America
 
Video of FL x adidas: The Summer of Harden is Here
 
 
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