B-ball is life, and its home court is Foot Locker, according to the retailer’s new year-round platform and campaign. “Basketball is more than a sport; it’s a culture, identity, and a way of life,” says Brett O’Brien, chief marketing officer. “With Hoops Lives Here, we wanted to capture the emotional connection of living and breathing the game in a way that only Foot Locker can.”
To introduce the star-studded campaign—which spans broadcast, social, digital, out-of-home and in-store experiences—the retailer has created a 30-second spot that features pro ballers Payton Pritchard, Paolo Banchero, Chet Holmgren, and Jewell Loyd hanging out in Foot Locker relaxing, snacking, sleeping, and blending a smoothie—making the store their home (court). A Foot Locker Striper and a shopper connect each shot. The message? “From the brands we partner with to the Stripers who create unmatched in-store experiences, this campaign reflects Foot Locker’s deep connection to the basketball community and our role in helping shape the culture on and off the court,”says O’Brien.
In addition to athlete-led storytelling, there will be limited-time gifts with purchase in key markets.
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