Foot Locker has unveiled a new brand platform, It Always Will Be Foot Locker, which aims to reflect the company’s position at the center of sneaker and basketball culture.
The campaign is part of the brand’s business transformation strategy and includes a two-minute anthem narrated by Method Man, which highlights the cultural influence that has shaped sneaker culture.
The marketing activity was made in partnership with a creative agency Someplace and the hero film showcases some of the most popular footwear ever made.
Some of the featured footwear includes the original red-and-black Air Jordan 1 in 1985, the return of the Converse sneaker in1986, and the entrance of the Nike Air Force 1 into the mainstream market.
Brett O’Brien, SVP and chief marketing officer at Foot Locker said: “For more than 50 years, Foot Locker has given sneaker culture a true home, helping define its iconic moments and milestones.
“It Always Will Be Foot Locker is our love letter to that legacy and to the generations of customers and communities who have shaped it alongside us. It celebrates where sneaker culture has been, reflects where it is today, and inspires the next generation to write the next chapter with us.”
This debut film marks the launch of an integrated campaign that spans across broadcast, social, digital, out-of-home, and in-store, which aims to bring the platform to life.
Additionally, the business has launched a new short-form documentary, Sole Stories, which was created in collaboration with global entertainment studio and studio network Hartbeat.
The 36-episode series highlights creators as they share sneakers that have been a part of their journey in their daily lives. The docuseries is set to roll out across social, digital, influencer, and in-store channels.
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