Foot Locker Teams Up with Top Brands and NBA Icons to Ignite the Holiday Season
Foot Locker's holiday campaign brings together top brands like Nike, Puma, and Adidas, alongside NBA's biggest stars This exciting initiative coincides with the launch of a new sneaker-focused brand platform by the retailer
Article Brief:
In a press release, Foot Locker announced the launch of a new global platform called "The Heart of Sneakers." This platform will be integrated into all of the brand's campaigns, online and in-store experiences, events, and future initiatives.
Foot Locker has kicked off its 2023 holiday campaign, showcasing NBA stars who double as brand ambassadors. The campaign includes Kevin Durant with Nike, LaMelo Ball with Puma, Anthony Edwards with Adidas, and Steph Curry with Under Armour. It will be featured on various platforms, including TV, digital out-of-home, YouTube, TikTok, Instagram, and other social channels. This campaign comes as Foot Locker strives to implement a turnaround strategy during a challenging year, according to CEO Mary Dillon.
Article Insight:
In order to reaffirm its connection to sneaker culture and high-profile NBA figures, Foot Locker has recently introduced a new brand platform and holiday campaign. Developed by Preacher, its designated agency of record, the initiative dubbed "The Heart of Sneakers" is also centered around the store's distinctive referee-inspired employees, known as Stripers.
"For almost half a century, Foot Locker's genuine affinity for sneaker culture and our devoted Stripers have been the enchantment driving our success. Moving forward, our dedication to our company's core values will remain at the forefront as we bring unparalleled experiences to communities worldwide," stated Kim Waldmann, Foot Locker's global chief customer officer, in an official release.
The 2023 holiday campaign for the brand focuses on the connection between sneaker culture and basketball. NBA stars and singer Enisa are featured in advertisements that highlight how Stripers bring excitement for the holidays. Set to the tune of Wiz Khalifa's "Hype Me Up," Puma ambassador Ball collaborates with Stripers to prepare a basketball court for night games using glow-in-the-dark paint. In another advertisement, Adidas spokesperson Edwards calls on Stripers to generate excitement for a young fan, similar to a video game.
Previously, Foot Locker has incorporated sneaker culture into its marketing strategy, along with other brands such as Chips Ahoy and Lexus. The sneaker market is experiencing significant growth and is projected to surpass $100 billion by 2026, according to Statista. Platforms like StockX and GOAT, in which Foot Locker invested in 2019, have contributed to this growth but have also affected sales channels for traditional retailers like Foot Locker.
Foot Locker is launching a platform and campaign amidst a challenging year marked by store closures and job cuts. Despite a 9.9% drop in sales, amounting to $1.9 billion in the second quarter, the company remains optimistic about achieving 25% digital sales, equivalent to approximately $2.5 billion, by 2026. This is part of their turnaround strategy, which involves expanding sneaker culture and enhancing their omnichannel operations.
