To promote the new range of the retro styled Converse Padded Collar Loopback created exclusively for the sportswear retailer Foot Locker, SapientNitro developed a lovely campaign that will be rolling out for two weeks across Europe. The integrated promotion, which was kicked off on April 3, includes activity on Foot Locker’s Facebook page, an advert as well as outdoor element in Germany and in-store engagement in a number European cities.

The 30-second spot features a number of ‘Cataphiles’ (nothing in common with those who like cats), active young people who tour metropolis catacombs and in this video arrange concerts in gritty tunnels beneath the ground. The advert can be viewed on the retailer’s European Facebook page, where the shop encourages visitors to “discover a hidden, under-city world of urban explorers.” The brand wants youth to stop “just standing there” and get really inspired with the promotion—maybe, to join the ranks of cataphiles or just live their life to full in their own unconventional way.

Earlier this year, SapientNitro created another action-packed advert for Foot Locker, promoting the Converse OVR sneaker. In the 30-second spot, crazy young guys wearing the well-recognized ‘starred’ shoes invaded empty offices on bicycles at night.