Foot Locker has unveiled its 360-degree holiday campaign, “Step Into Your Gift.” The campaign features NBA sensations Anthony Edwards and LaMelo Ball, alongside Grammy-nominated artist Coi Leray, showcasing an impressive lineup of exclusive footwear styles.
A Sneaker Showcase Across Platforms
The campaign highlights sought-after sneakers, including the Nike Zoom Vomero 5, Jordan 4 RM, Adidas Originals Samba OG, and more, alongside collaborations like the Adidas Anthony Edwards 1 Low and Puma MB.04. These designs reflect the brand’s deep ties to basketball and street culture. Ads are airing across paid media, social channels, in-store displays, and digital out-of-home formats, reaching audiences on Instagram, Facebook, TikTok, and beyond.
Foot Locker is also activating in-person events in major cities such as New York, Chicago, and Los Angeles, immersing fans in a vibrant holiday atmosphere.
Empowering Women and Driving Growth
This campaign builds on Foot Locker’s refreshed branding and increased emphasis on women’s sneakers. According to Kim Waldmann, Chief Customer Officer, the women’s segment is the fastest-growing part of the business. “Our marketing strategy has shifted to prioritize women-centric campaigns, spotlighting women athletes and influencers who connect with our core audience,” she noted.
The retailer has expanded its sneaker lineup for women and enhanced its omnichannel experience, ensuring inclusivity during key campaign moments. These moves align with Foot Locker’s mission to integrate sneaker culture into broader lifestyle trends, merging sports, music, and fashion.
Transforming the Retail Landscape
Under CEO Mary Dillon, Foot Locker is undergoing a significant transformation, including refreshing two-thirds of its stores by mid-2025 and relocating its headquarters to St. Petersburg, Florida, by late 2025. This evolution includes operational changes like up to 400 store closures and the debut of new store formats to better cater to a dynamic market.
As Foot Locker steps confidently into the holiday season, the campaign underscores its enduring commitment to sneaker enthusiasts and its focus on engaging younger, style-conscious consumers.
For more details, visit Marketing Dive.