It's time for the back to school ads, and Foot Locker puns around studying hard with alternative books and historical facts. It's a sneaker thing, see. Students will read "Dunkenstein" and "For Whom the Buzzer Tolls" in the Foot Locker reading room.

"It’s a Sneaker Thing" TV spots "Wright Brothers" and "Newton" were created by SapientNitro and produced by Biscuit Filmworks. They debut on broadcast TV networks, including MTV, ESPN, and BET to name a few, beginning on August 15.

Aaron Ruell, best known for his role as Kip Dynamite in "Napoleon Dynamite" directed the commercials in the campaign.

Here's some awesome bonus trivia about teh "Wrights brothers" ad. The actors who play the Wright Brothers are actually, in fact, the Wright Brothers: they are twins named Brandon and Brian Wright. More bizarrely, it is rumored that they also wear old-timey suits, business as usual, around Los Angeles.

"Wright Brothers" was shot on a unique handcrank camera to give it a period look. The camera is one of only two in the world of its kind, which was rigged by Ridley Scott.

The majority of the costumes, styling, and set design are historically accurate – except, of course, the sneakers.

Agency: SapientNitro Creative Directors: Scott Higgins, Chris McMurtrey Copywriter: Nick Sylvester Art Director: Rodney White Producer: Jim Frame Group Account Director: Rob Rawley Account Director: Mike Reuter Account Supervisor: Kristen Bogusz Account Manager: Derek Channell Broadcast Business: Jennifer Kurtzman

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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