Some of the biggest names in pro basketball, including Kevin Durant and Steph Curry, are helping Foot Locker launch a new marketing platform.
Foot Locker is introducing the platform, “The Heart of Sneakers,” in tandem with its 2023 holiday campaign. The Heart of Sneakers celebrates sneaker culture and places the retailer’s store associates, known as “Stripers,” as the connection between sneakers and customers.
The Heart of Sneakers is an ongoing platform that will feature in all of the retailer’s campaigns, online and in-store experiences, community events, and other activities moving forward.
In tandem with The Heart of Sneakers platform unveil, Foot Locker debuted its 2023 global holiday campaign. In the campaign, Foot Locker partners with the following NBA players and their sponsor athletic shoe companies: Kevin Durant with Nike, LaMelo Ball with Puma, Anthony Edwards with Adidas, and Steph Curry with Under Armour; as well as global musician, Enisa.
"For nearly 50 years, our authentic connection to sneaker culture and our Stripers have been the magic behind Foot Locker," said Kim Waldmann, Global chief customer officer at Foot Locker. "Through The Heart of Sneakers platform, created with our advertising agency of record, Preacher, we'll continue to put the heart of our company's DNA front and center in communities globally, creating an unrivaled experience only found at Foot Locker."
Consumers will see this campaign, promoting “hype for the holidays,” cross TV, digital out of home, YouTube, TikTok, Instagram, and other social channels throughout the holiday season. Foot Locker is launching the platform as it enacts its “Lace Up” plan, which includes closing underperforming stores, shifting to off-mall locations and opening new formats.