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Kevin Durant, Jayson Tatum Star in Latest Foot Locker Campaign with Nike & Jordan Brand

On the heels of a successful NBA All-Star Weekend, Foot Locker is tapping Kevin Durant and Jayson Tatum to build off of the momentum in its latest campaign with the players’ respective sneaker brands, Nike and Air Jordan.

In a cinematic spot titled “Heartbeat,” Durant and Tatum star in what is the first creative advertisement under The Clinic, Foot Locker’s new year-round program in partnership with the two brands announced at NBA All-Star Weekend in Indianapolis. The Clinic aims to bring the best of the court and culture to basketball fans, sneaker enthusiasts, and local communities, and Foot Locker feels it did just that with the star-studded spot.

“The Clinic provides basketball fans and consumers the opportunity to engage with Foot Locker, Nike, and Jordan Brand like never before. Through this first-of-its-kind partnership, we’re able to connect basketball fans on and off the court with notable athletes, in-person moments and exclusive sneaker releases. Our footprint at NBA All-Star 2024 was only the beginning, and Foot Locker will continue to inspire the next generation of athletes as we grow and evolve The Clinic throughout the year,” said Frank Bracken, Chief Commercial Officer & EVP at Foot Locker.

In this “Heartbeat” ad, in particular, one can hear and feel the thumping of a heart that increases throughout. And, just as it said on the popular shoe wall during the Boardroom x Coinbase Brunch during All-Star Weekend, Foot Locker closed the commercial with its tagline — “The Heart of Sneakers.”

“We’re elevating every part of the game, from how you play to how you show up to play,” the narrator says during the ad.

The Clinic is just the latest collaboration in Foot Locker’s strong relationship with the NBA, having agreed to a multi-year partnership with the league in November 2023 as an official marketing partner. The company has firmly planted its flag in basketball and beyond, strengthening its case of being the global home for all things sneakers.

The “Heartbeat” spot officially aired on Thursday night when Durant, wearing his Nike KD16, and the Phoenix Suns took on the Dallas Mavericks. Tatum, rockin’ his second signature shoe with Jordan Brand, and the Celtics kicked off post-ASW play against the Chicago Bulls.

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Griffin Adams

Griffin Adams is an Editor at Boardroom. He's had previous stints with The Athletic and Catena Media, and has also seen his work appear in publications such as USA Today, Sports Illustrated, and MLB.com. A University of Utah graduate, he can be seen obnoxiously cheering on the Utes on Saturdays and is known to Trust The Process as a loyal Philadelphia 76ers fan.