Foot Locker debuts year-round basketball brand platform under new CMO

"“Basketball has always been foundational to Foot Locker. It sits at one of the most powerful intersections of sport, style and culture, and it's a space where we've earned the trust of the sneaker community and hoops fans for more than five decades,” said Foot Locker CMO Brett O'Brien over email. “The game continues to shape sneaker culture and influence how our consumers show up on and off the court. For us, that means leaning in with greater intention and consistency in a space where we naturally belong.”"

"Created with agency Someplace, the campaign spans broadcast, social, digital, out-of-home and in-store channels, along with e-commerce and limited-time gift-with-purchase elements in key markets. The platform is rolling out across NBA broadcasts and social platforms including YouTube, Instagram, Facebook, Snapchat, Twitch and Reddit."

"“We see platforms like Twitch and Reddit as community-first spaces, not just media channels. That's where basketball and sneaker fans are already having passionate, informed conversations, and our job is to show up in ways that feel natural to those communities,” O'Brien said. “The audiences on these platforms know the culture and can spot quickly when a brand isn't showing up authentically. For us, it's about adding value to the conversation and reinforcing our credibility in basketball culture.”"

"A 30-second hero spot features NBA and WNBA stars Payton Pritchard, Paolo Banchero, Chet Holmgren and Jewell Loyd as players who have turned Foot Locker stores into their homes. The athletes are also ambassadors for different sneaker brands: Pritchard with Converse, Banchero with Jordan Brand and Holmgren and Loyd with Nike"

Foot Locker unveiled a year-round basketball brand platform titled “Hoops Lives Here” to reinforce its role in basketball and sneaker culture and celebrate how the sport appears in everyday moments. The campaign, created with agency Someplace, spans broadcast, social, digital, out-of-home, in-store, and e-commerce, including limited-time gift-with-purchase elements in key markets. The platform rolls out across NBA broadcasts and social platforms such as YouTube, Instagram, Facebook, Snapchat, Twitch, and Reddit. Foot Locker emphasizes community-first spaces like Twitch and Reddit, aiming to show up authentically and add value to conversations. A 30-second hero spot features NBA and WNBA stars Payton Pritchard, Paolo Banchero, Chet Holmgren, and Jewell Loyd as players who treat Foot Locker stores as home, with each athlete serving as an ambassador for different sneaker brands.

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