Taking a break from its work for Skins and other footwear clients, SLAM recently completed this spec spot for Sportie LA. The ad complements the firm's '06 outing, "Goodfellas Cast Party", which began as a spec and was picked up by PF Flyers. The new ad features kicks from Pony.

Like its predeccessor, the new entry, "Lonny Mac: Street Baller", carries the Sportie LA tag, "For Any Personality". The spot's title character is depicted shooting hoops - with limited success. "What's great about this character is his determination and independent spirit," said Copywriter/Art Director Devon Terrill. "He is who he is and he'll never give up."

Lonny's "independent spirit" is also reflected in his choice of footwear: Ponys are certainly a departure from what b-ballers have been donning on the courts of late. As it happens, that's about to change. Just today, Pony announced an endorsement agreement with Wilson Chandler, the New York Knicks' 2007 first-round draft pick, for the re-launch of its performance basketball line for the fall '07 season.

SLAM's timing couldn't be better.

Project Credits:

Agency/Production Company: SLAM
Executive Producers: Isack Fadlon, Justo Diaz, Hesh Rephun
Sr. Creative Directors: Justo Diaz, Hesh Rephun
Copywriter/Art Director: Devon Terrill
Director: SLAM
Editor: Brendon DeVore

SLAM provides nontraditional creative marketing promotion, advertising production and consulting for select brands.