The New York-based specialty athletic retailer announced Thursday it will once again partner with U.K. content creation community MOFILM to invite filmmakers to identify authentic athletes and create a short film documenting their stories on why they run and running’s impact on their lives.
“Our first installment of the ‘Real Lives. Real Runners.’ campaign in 2015 uncovered a wealth of talent and self-expression from both our filmmaker entrants and their running subjects,” said Stacy Cunningham, vice president of marketing for Foot Locker, in a statement. “The campaign shined a light on the different types of inspiring runners out there and their fascinating stories. This year, we’re raising the bar and challenging filmmakers to get creative, inject a new wave of freshness into their projects and develop their own interpretation of what ‘Real Lives. Real Runners.’ truly means to them and the runners they document.“
The five finalist videos will air on Foot Locker’s YouTube channel throughout October and will be shared on the two companies’ social media channels.The winning film will be shown during ESPN2’s broadcast of the New York City Marathon.
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Last year’s winning film was “The Push” by Evan Kelman. The video is about U.S. Army veteran Marco Reininger, a New York City resident who runs daily to pay homage to his brothers in arms. It includes the story of his daily platoon run, dubbed “The Push” by the platoon’s sergeant. If someone fell behind on the six-mile track around the base, the platoon would pick him or her up and continue to run together. The video displays Reininger’s motivation to push harder and always give more than is expected.
Asics still remains a partner of the marathon, despite ending its 25-year-long footwear and apparel sponsorship last year.