Foot Locker launches ‘The Heart of Sneakers’ platform with holiday campaign

Global retailer Foot Locker unveiled on Monday ‘The Heart of Sneakers’, a global platform that celebrates the rich culture of sneakers, while reaffirming Foot Locker’s position as a leader in the sneaker community.

The Heart of Sneakers represents an ongoing platform that will seamlessly integrate into all of Foot Locker’s marketing campaigns, online and in-store experiences, community-oriented events, and more in the future.

“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.”

The platform’s launch coincides with the introduction of Foot Locker’s star-studded 2023 holiday campaign. The campaign brings together a lineup of NBA superstars, further cementing Foot Locker’s central role in the worlds of basketball and sneaker culture.

In the campaign, Foot Locker teams up with NBA stars such as Kevin Durant (Nike), LaMelo Ball (Puma), Anthony Edwards (Adidas), and Steph Curry (Under Armour). Global musician Enisa joins this lineup, and they all enlist Foot Locker’s iconic store associates, known as Stripers, as their go-to crew to bring “hype for the holidays.” 

The campaign will be visible across various media channels, including TV, digital out-of-home, YouTube, TikTok, Instagram, and other social platforms throughout the holiday season.