This is a slightly perplexing print advertisement meant for promoting Xtep Kung-fu Basketball Shoes. The campaign probably aims at showing that the how this shoe will help a player to jump high to basket. Another interpretation could be that the campaign is emphasizing the lightness of the shoe, depicting that it is so light that people can step on flying kites, balloon or seagull.
However, it is a bit difficult to squeeze out the real intention or message of the campaign showing footprints on few flying objects. The copy of the advertisement reads, ‘Xtep ‘kung-fu’ basketball shoes available now’. The campaign was created by CC&E Advertising, Guangzhou, China.
Via Twenty Four
