Foot Locker has launched a new brand platform titled “It Always Will Be Foot Locker,” anchored by a two-minute anthem film narrated by rapper and actor Method Man. The campaign serves as a retrospective of sneaker culture’s evolution, positioning the retailer as a central hub for basketball culture across five decades.
The Evolution of the “It Always Will Be” Campaign
The campaign, developed in partnership with the creative agency Someplace, features a series of historical and contemporary sneaker moments. According to Brand Innovators, the film highlights iconic associations, such as Moses Malone in Air Force 1s, Andre Agassi in Stan Smiths, and Run-DMC in adidas Superstars. The narrative also includes modern references, such as an unreleased pair of Caitlin Clark Nikes.
Brett O’Brien, senior vice president and chief marketing officer at Foot Locker, stated that the messaging emphasizes the retailer’s role in providing a home for sneaker culture. “It’s really important for us to continue to evolve and continue to be that home for sneaker culture,” O’Brien told Footwear News. The strategy aims to remind consumers of the brand’s constant presence during defining cultural moments.
Did you know?
The creative agency Someplace was founded in 2022 by three Wieden+Kennedy veterans. Their previous experience managing the Nike account was a key factor in their selection for this Foot Locker project, according to Marketing Dive.
Strategic Alignment with “Hoops Lives Here”
This brand platform acts as an expansion of Foot Locker’s existing marketing efforts. In May, the company debuted “Hoops Lives Here,” a year-round basketball platform. While that initiative focused heavily on the retailer’s basketball roots, “It Always Will Be Foot Locker” expands the scope to include broader cultural influences, according to Marketing Dive.
The campaign utilizes the “Striper”—the store associate in the classic striped uniform—as a visual link throughout the anthem. As noted by Designrush, this recurring motif provides the company with a consistent identity that bridges past nostalgia with future trends, allowing the brand to build its legacy regardless of how sneaker preferences shift over time.
Frequently Asked Questions
What is the core message of the “It Always Will Be Foot Locker” campaign?
The campaign aims to reinforce Foot Locker’s position as the historical and ongoing home of sneaker culture, connecting past icons with current trends.
Who narrated the brand anthem film?
The two-minute anthem film is narrated by actor and rapper Method Man.
How does this campaign differ from “Hoops Lives Here”?
While “Hoops Lives Here” focused specifically on the retailer’s basketball bona fides, this new campaign opens the aperture to include broader cultural moments beyond the basketball court, according to Marketing Dive.
What role does the “Striper” play in the campaign?
The Striper serves as a constant visual element, linking the company’s history to its present-day identity, according to Designrush.
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