- Foot Locker today launched “Step Into Your Gift,” a 360-degree holiday marketing campaign designed to focus on its commitment to sneaker culture and basketball, per an organization press release emailed to Retail Dive.
- New spots feature NBA stars Anthony Edwards and LaMelo Ball, and Grammy-nominated artist Coi Leray. Ads showcase such exclusive latest styles because the Nike Zoom Vomero 5, Jordan 4 RM, Adidas Originals Samba OG, Adidas Anthony Edwards 1 Low, New Balance 9060, Puma MB.04 and Ugg Neumel Weather Hybrid.
- The campaign will be viewed through paid media, e-commerce, digital out-of-home promoting, in-store displays, and social channels comparable to Instagram, Facebook and TikTok. Additional activations will happen in New York, Chicago and Los Angeles, per the corporate.
Foot Locker is coming off a Q2 that saw sales return to growth for the primary time in over a yr because the retailer continued its cost-cutting measures.
The holiday campaign continues Foot Locker’s reimagined branding and store refresh that focuses on basketball and street culture. A November 2023 campaign that heavily promoted sneakers and the NBA laid the inspiration for 2024.
The latest campaign also places an emphasis on Foot Locker’s women’s business, which has develop into the brand’s fastest-growing segment, in line with Kim Waldmann, Foot Locker’s chief customer officer.
“We’ve made greater investments across our entire omnichannel experience this yr, including our website. As we create specific homepages and collections, we consistently incorporate women’s into the general shopping journey and highlight our vast product assortment throughout our site during key campaign moments,” Waldmann said in an email. “We’ve also shifted our marketing technique to prioritize women-centric campaigns, highlighting women athletes and influencers who resonate with our core customer. Our commitment to expanding sneaker culture drives us to bring more customers into the category, including women.”
Waldmann added that the retailer has added more collaborations with its brand partners in order to grow its women’s sneaker selection and expand its category offerings across basketball, lifestyle running and performance running.
Foot Locker’s DNA revolves around sneaker culture, Waldmann said, adding that its marketing focus shouldn’t be only geared toward athletes, but additionally around younger consumers who prioritize a life-style that encompasses sports, music and fashion.
The campaign also comes as Foot Locker undergoes operational changes. Under CEO Mary Dillon Foot Locker is in the center of a serious facelift that features as much as 400 store closures over the subsequent two years and the relocation in late 2025 of its headquarters from New York City to St. Petersburg, Florida. Foot Locker in the spring debuted a brand new store format in Wayne, New Jersey, and expects to have two-thirds of its total chain refreshed by the center of 2025.
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