The NBA announced a multi-year deal with Foot Locker that makes it an official league marketing partner in the U.S.
The two brands will hold special activations and collaborations at marquee events during the NBA season, including All-Star weekend. To celebrate the partnership, Foot Locker had an NBA takeover of its flagship Times Square, New York City location, with the store’s 300-foot digital screens counting down to the official launch.
As part of its new pact, Foot Locker will receive media exposure, including on-court virtual signage during nationally televised broadcasts and on league digital and social media platforms.
“We are thrilled to deepen our partnership with Foot Locker, a brand entrenched in basketball and pop culture,” said Salvatore LaRocca, the NBA’s president of global partnerships. “Foot Locker will offer its customers an elevated connection to the NBA through a variety of marketing programs, bringing our fans closer to the game.”
Additionally, members of Foot Locker’s FLX loyalty program will get additional connection points through the partnership.
“This exciting partnership cements Foot Locker’s position at the center of basketball and sneaker culture and expands our collaborative journey with the NBA,” added Frank Bracken, Foot Locker’s executive vice president and chief commercial officer. “We look forward to working together to create unforgettable events and experiences that further engage NBA fans and our customers in support of our Lace Up plan.”
Last week, Foot Locker launched The Heart of Sneakers, celebrating sneaker culture and its role in the sneaker community. Its star-studded holiday campaign will feature Kevin Durant, LaMelo Ball, Anthony Edwards, and Steph Curry.
Want more NBA?
Boardroom catches up with JJ Redick to get his thoughts on the In-Season Tournament, analytics in basketball, and his role as a member of the NBA media….
Get set for the Las Vegas portion of the NBA’s In-Season Tournament. Here’s who’s playing, how to watch, and all the new broadcast features you can expect….