Foot Locker, Chicago Bulls announce multi-year partnership
Foot Locker, Inc. is partnering with one of basketball’s most-famous franchises ahead of the 2024-2025 NBA season.
The footwear and apparel retailer and the Chicago Bulls have agreed to a multi-year partnership that will make it the official partner of the team. The partnership will feature community basketball events, exclusive in-store activations and behind-the-scenes player-focused content, offering fans the chance to engage in unique experiences throughout the season.
"The rich legacies of Foot Locker and the Chicago Bulls — two institutions that have long been at the forefront of basketball culture — make this partnership a natural fit," said Frank Bracken, executive VP and chief commercial officer of Foot Locker. "Basketball is deeply embedded in Foot Locker's DNA, from local community courts to the global stage of the NBA. We're thrilled to partner with the Bulls, a legendary franchise with one of the most passionate fan bases in the world."
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Foot Locker will engage the Bulls fan base through various initiatives, 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 hosted a Youth Hoops 3v3 Tournament, presented by Foot Locker, which saw over 100 teams compete across two weekends. Foot Locker will also host community-focused events at its Chicago stores to engage fans.
- In-store activations: On Nov. 2, Foot Locker's State Street location in Chicago (26-28 S State St.) will host a Bulls celebration, featuring player meet-and-greets and live entertainment.
- 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 two groups will celebrate the launch of their partnership on Oct. 30 during the Bulls game against Orlando, presented by Foot Locker at the United Center in Chicago. The game night will include a pregame event in the United Center Atrium featuring photo opportunities, skills and drills activities, and giveaways, as well as a Youth 3v3 exhibition game at halftime.
Foot Locker, Inc.'s president and CEO Mary Dillon will present the game ball, and Foot Locker's iconic Stripers (workers) will be named as honorary team captains for the evening. The retailer will also run a ticket sweepstakes for local FLX Rewards members to enter for a chance to attend the game.
Earlier this year, Foot Locker entered a multi-year agreement with the NBA as an official marketing partner in the United States. It also launched "The Clinic" in collaboration with Nike and Jordan Brand, 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 New York City, a premier 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. "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."
Foot Locker operates approximately 2,500 retail stores in 26 countries.
