Dive Temporary:
- Foot Locker right now launched “Step Into Your Present,” a 360-degree vacation advertising marketing campaign designed to spotlight its dedication to sneaker tradition and basketball, per an organization press launch emailed to Retail Dive.
- New spots function NBA stars Anthony Edwards and LaMelo Ball, and Grammy-nominated artist Coi Leray. Advertisements showcase such unique new types because the Nike Zoom Vomero 5, Jordan 4 RM, Adidas Originals Samba OG, Adidas Anthony Edwards 1 Low, New Steadiness 9060, Puma MB.04 and Ugg Neumel Climate Hybrid.
- The marketing campaign may be considered by means of paid media, e-commerce, digital out-of-home promoting, in-store shows, and social channels comparable to Instagram, Fb and TikTok. Further activations will happen in New York, Chicago and Los Angeles, per the corporate.
Dive Perception:
Foot Locker is coming off a Q2 that noticed gross sales return to development for the primary time in over a yr because the retailer continued its cost-cutting measures.
The vacation marketing campaign continues Foot Locker’s reimagined branding and retailer refresh that focuses on basketball and avenue tradition. A November 2023 marketing campaign that closely promoted sneakers and the NBA laid the inspiration for 2024.
The most recent marketing campaign additionally locations an emphasis on Foot Locker’s girls’s enterprise, which has develop into the model’s fastest-growing section, based on Kim Waldmann, Foot Locker’s chief buyer officer.
“We’ve made higher investments throughout our complete omnichannel expertise this yr, together with our web site. As we create particular homepages and collections, we constantly incorporate girls’s into the general buying journey and spotlight our huge product assortment all through our website throughout key marketing campaign moments,” Waldmann stated in an e mail. “We’ve additionally shifted our advertising technique to prioritize women-centric campaigns, highlighting girls athletes and influencers who resonate with our core buyer. Our dedication to increasing sneaker tradition drives us to deliver extra prospects into the class, together with girls.”
Waldmann added that the retailer has added extra collaborations with its model companions so as to develop its girls’s sneaker choice and increase its class choices throughout basketball, way of life working and efficiency working.
Foot Locker’s DNA revolves round sneaker tradition, Waldmann stated, including that its advertising focus is just not solely geared towards athletes, but additionally round youthful shoppers who prioritize a life-style that encompasses sports activities, music and vogue.
The marketing campaign additionally comes as Foot Locker undergoes operational modifications. Beneath CEO Mary Dillon Foot Locker is in the course of a significant facelift that features as much as 400 retailer closures over the subsequent two years and the relocation in late 2025 of its headquarters from New York Metropolis to St. Petersburg, Florida. Foot Locker within the spring debuted a brand new retailer format in Wayne, New Jersey, and expects to have two-thirds of its whole chain refreshed by the center of 2025.
