Foot Locker Launches Holiday Campaign With NBA Stars Anthony Edwards and LaMelo Ball
As Foot Locker cements its commitment to basketball, the retailer is highlighting key athletes connected to Puma, Adidas and other top shoe brands this holiday season.
The footwear retailer on Wednesday unveiled “Step Into Your Gift,” its new campaign that centers on the role of sneaker culture in the holiday gifting season. The accompanying advertisements, which will live across paid media, social media, e-commerce, digital and in-store displays, will feature NBA athletes such as Anthony Edwards and LaMelo Ball as well as Grammy-nominated artist Coi Leray. The lineup also includes style influencers and Foot Locker employees, best known as “Stripers.”
“Choosing the perfect gift, whether for yourself or someone special, is more than a holiday tradition – it’s an opportunity to create lasting memories,” said Foot Locker chief customer officer Kim Waldmann in a statement. “Informed by Gen Z consumer insights, Step Into Your Gift brings an energetic, uplifting spirit that underscores Foot Locker’s commitment to putting our customers at the heart of everything we do. We’re taking the pressure off and reinvigorating the magic of gifting with a campaign that evokes nostalgia and celebrates the unique gifts we each possess.”
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The campaign comes a year after Foot Locker launched “The Heart of Sneakers,” a global platform that guides its campaigns, online and in-store experiences and community events. The new platform was developed in line with Foot Locker’s stated goal to connect more deeply with and expand sneaker culture, an objective outlined in March 2023 as part of the retailer’s “Lace Up” strategic plan put forward by CEO Mary Dillon. The plan is meant to help Foot Locker increase market share and grow sales to $9.5 billion by 2026.
Foot Locker has also recently pushed more deeply into the basketball category, leveraging partnerships with brands like Nike and Jordan to bring new product to life. In August, Foot Locker introduced “Home Court,” a designated area in its revamped Manhattan Herald Square developed in partnership with Nike and Jordan Brand that highlights Foot Locker’s assortment of basketball sneakers and the sport’s central roll in sneaker culture.
