Global retailer Foot Locker, a part of Foot Locker, has unveiled “The Heart of Sneakers,” a new global platform coinciding with its star-studded 2023 holiday campaign.

This initiative celebrates sneaker culture, emphasising Foot Locker’s enduring role as a key player in the sneaker community.

“The Heart of Sneakers” aims to underscore the significance of sneakers as more than just footwear but as a way of life. Positioned as the global hub for all things sneakers, Foot Locker asserts its integral role with the iconic store associates, known as Stripers, acting as a bridge between sneakers and passionate enthusiasts.

This initiative is set to become a continuous presence in the brand’s campaigns, both online and in-store experiences, as well as community-rooted events.

Foot Locker Global Chief Customer Officer Kim Waldmann stated: “For nearly 50 years, our authentic connection to sneaker culture and our Stripers have been the magic behind Foot Locker.”

She emphasised that through “The Heart of Sneakers,” the company aims to highlight its DNA in communities worldwide, delivering a unique experience synonymous with Foot Locker.

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By GlobalData

Star-studded 2023 global holiday campaign unveiled

In conjunction with the launch of “The Heart of Sneakers,” Foot Locker introduced its star-studded 2023 global holiday campaign, perfectly timed for the season of giving.

Featuring an impressive line-up of NBA talent, the campaign solidifies Foot Locker’s leadership in the realms of both basketball and sneaker culture.

NBA stars such as Kevin Durant with NIKE, LaMelo Ball with Puma, Anthony Edwards with adidas and Steph Curry with Under Armour, along with global musician Enisa, join forces with Foot Locker’s Stripers for a festive collaboration.

The campaign, titled “Hype for the Holidays,” portrays the Stripers as the go-to crew for bringing excitement and joy during the holiday season, whether completing everyday tasks or showcasing a fresh style.

Stripers: the heart of the shopping experience

Foot Locker’s Stripers, featured prominently in the holiday campaign, continue to be the heart of the shopping experience for sneaker enthusiasts worldwide. Renowned as reliable experts in the field, these associates are portrayed as the driving force behind the hype and joy associated with the holiday season.

As the campaign unfolds, Foot Locker is seeking to position itself not just as a retailer but as a central figure in the cultural celebration of sneakers and the unique connection it shares with its dedicated community.