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Foot Locker Europe's new online campaign hopes to appeal to 16- to 25-year-olds by borrowing heavily from the world of reaction gifs and memes.

BBDO Paris created the work, which promotes Foot Locker Europe's release of 100 new pairs of trainers in February. The ads all begin with sneaker-related set-ups (eg. when the shop runs out of Air Jordans) followed by a comically exaggerated punchline. The work will run online and on social media across Europe.