Canneseries Title ‘Sneakermania’ Boarded by Norsekey Distribution

Canneseries competition entry “Sneakermania,” helmed by Ima Iduozee, choreographer of Netflix’s “Dance Brothers,” has been swooped on by Norsekey Distribution which has acquired global distribution rights outside Finland.

The deal was announced by high-profile Finnish writer and Helsinki-filmi head of drama Mia Ylönen (“Icebreaker,” “Codename Annika”), as the 9^th edition of Canneseries drew to a close.

”Sneakermania is a unique story of friendship and career in the internationally fascinating world of sneakers, with a diverse cast that showscases the Nordics from a completely new and fresh angle,” said Maria Kivinen, Norsekey Distribution’s director of sales, acquisitions and co-production, before adding: “the show already got enormous interest amongst international buyers at Content Europe in Lisbon last week.

Streaming since February on Finnish pubcaster YLE’s platform Yle Areena, the YA drama, produced by the local powerhouse Helsinki-filmi, marks the series debut of hot choreographer-turned-filmmaker Iduozee. “I believe Ima is the next best thing to come out of Finland: a young, creatively unique director whose vibrant vision is something we haven’t seen on Finnish screens before,” said Ylönen earlier to Variety.

The eight-part 15-minute series, co-penned by Vilja Keskimäki, Jani Airiainen, Aleksi Aro-Heinilä and Zakariya Noor, follows Ola, a 17-year-old ambitious sneakerhead who wants to become the No. 1 fashion influencer in town. “It’s a coming-of-age story that places today’s Helsinki youth at the heart of its storytelling in a way that is inclusive, humane and forward-thinking,” noted Iduozee.

Leading the cast are Mohamed El-Waber, Ada Mustonen, Yosef Nousiainen, Jasir Osman, Adja Wade, Mitra Matouf, Salah Isse Mohamed and Ame Waber. 

Commenting on the Canneseries audience’s reaction following the show’s international premiere at the Grand Theatre Lumiere on Monday, Ylönens said: “The reception was overwhelmingly positive, and the series’ high visual style made it clearly stand out. The audience and press were especially keen to hear about the culture of sneakerheads in Helsinki and the organic way social media is used in the series. Perhaps people are used to seeing dark and cold Nordic noir series coming from Finland and were positively surprised to see a sunny, upbeat Young Adult series!”

“Sneakermania” was the second Yle series showcased at Canneseries alongside the psycho thriller “Guts” which bowed in the long-form competition, picking up best performance for Roosa Söderholm. 
The YA series “Sneakermania” is the latest pickup by Kivinen who set up the Finnish TV, film sales and financing outlet Norse Key Distribution less than a year ago, after more than a decade at YLE Sales.