Foot Locker has launched a new campaign showcasing its role at the “centre of sneaker and basketball culture”.
Titled ‘It Always Will be Foot Locker”, the brand platform features a two minute brand anthem narrated by American rapper Method Man.
Crafted in partnership with creative agency Someplace, the hero film aims to showcase the influence of trainers from the original Air Jordan 1 to adidas Stan Smith and Converse Weapon.
“For more than 50 years, Foot Locker has given sneaker culture a true home, helping define its iconic moments and milestones,” said Brett O’Brien, SVP, chief marketing officer at Foot Locker.
“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.”
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Method Man added: “As someone who has been part of sneaker culture for decades, this project felt personal.”
“Sneakers have always been bigger than footwear. They represent where you’re from, what inspires you, and the moments that shape you. That’s what makes this campaign so authentic. It celebrates the culture that’s brought people together for generations while reminding us that the next chapter is still being written.”
The campaign will run across broadcast, digital, out-of-home, social media and in-store.
It has also launched a 36 episode short-form documentary series titled Sole Stories. The series was crafted in partnership with entertainment studio and distribution network Hartbeat.
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