Foot Locker Ups its Influencer Game with New Creator Platform, Chicago Bulls Partnership

Foot Locker is driving home is connection to sport culture with a series of new initiatives, including the debut of a platform to scale its creator marketing efforts and a multi-year partnership with the Chicago Bulls that will include events, in-store activations and behind-the-scenes content.

Leveraging Creators to Connect with Sneakerheads

In partnership with Impact.com, Foot Locker has launched Foot Locker Storefronts, a platform that helps connect qualified creators with the retailer in order to engage with new and existing sneaker fanatics across social media.

Through the Foot Locker Storefronts platform, Foot Locker can find best-fit creators, manage their engagements and reward influencers at scale with a commission on sales. Qualified influencers will be able to create custom shoppable storefronts featuring Foot Locker products, and then link to that storefront from their social media accounts as well as tag specific products they mention.

“Leveraging the authenticity and cultural influence of creators is vital to engaging the consumers we serve at Foot Locker,” said Holly Tedesco, VP of Marketing for North America at Foot Locker in a statement. “The Foot Locker Storefronts platform significantly expands our ambassador program, delivering the opportunity for value to the creator community, our brand partners and sneaker enthusiasts. It redefines how consumers shop and discover our trend-driven, premium product assortment, by forging powerful partnerships with creators who shape sneaker culture and fashion trends.”

Teaming up with the Bulls to Engage Basketball Fans

The retailer also has entered a multi-year partnership with the Chicago Bulls ahead of the 2024-25 NBA season that is focused on offering fans a range of unique experiences, including:

• Community Basketball Events: Foot Locker will be the presenting partner for Bulls Fest, a festival and 3v3 tournament that celebrates the sport of basketball, its influence on style, art and culture, and all things Chicago Bulls. Last month the Bulls also hosted a Youth Hoops 3v3 tournament, presented by Foot Locker, that saw over 100 teams compete across two weekends. Foot Locker plans to host other community-focused events at its Chicago stores throughout the season;
• In-Store Activations: On Nov. 2, Foot Locker’s State Street location in Chicago will host a Bulls celebration featuring player meet-and-greets and live entertainment; and
• Exclusive Tunnel Walk Content: A co-branded “Tunnel Walk” series will launch on social media, offering fans behind-the-scenes access to their favorite players as they prepare to take the court.

The partners will celebrate the launch of their collaboration on Oct. 30 during the Bulls vs. Orlando game at the United Center in Chicago. A pregame event in the United Center Atrium will include photo opportunities, skills and drills activities and giveaways. There will be a Youth 3v3 exhibition game at halftime; Foot Locker President and CEO Mary Dillon will present the game ball; and Foot Locker’s Stripers will be named as honorary team captains for the evening. Foot Locker will run a ticket sweepstakes for local FLX Rewards members to win a chance to attend the game.

The new partnership with the Bulls continues Foot Locker’s ongoing investment in basketball, which has included a multi-year agreement with the NBA to serve as an official marketing partner in the U.S. and the launch of “The Clinic” in collaboration with Nike and Jordan Brand. This is an immersive program bringing basketball culture to fans, sneaker enthusiasts and local communities. Most recently, the company introduced Foot Locker “Home Court” at its newly reopened 34th Street location in NYC, a multi-brand basketball shopping destination developed in partnership with Nike and Jordan Brand.

“Our partnership with the Chicago Bulls amplifies Foot Locker’s longstanding commitment to celebrating and nurturing basketball culture, both locally and globally,” said Kim Waldmann, Chief Customer Officer of Foot Locker in a statement. “By uniting community engagement, marketing activations and fan entertainment, this collaboration allows us to deepen our connection to the sport and inspire new audiences as the game continues to expand its influence.”

Also published in: Retail Touch Points