Foot Locker debuts basketball-focused 'Hoops Lives Here' platform, ad campaign
Foot Locker is putting basketball stars front and center for its latest ad campaign.
The athletic footwear retailer has unveiled "Hoops Lives Here," a year-round basketball brand platform and campaign that aims to reinforce Foot Locker's position at the “center of basketball and sneaker culture.” The company says the platform is built to celebrate the connection between basketball and everyday life.
The initial 30-second ad spot for “Hoops Lives Here” features NBA and WNBA stars Payton Pritchard (Converse), Paolo Banchero (Jordan Brand), Chet Holmgren (Nike) and Jewell Loyd (Nike). The ad imagines each athlete living inside a Foot Locker store as if it were their home, with Pritchard eating takeout and watching TV, Banchero making a smoothie at the register, Holmgren getting ready for a tunnel walk, and Loyd winding down in bed on the sales floor.
"Basketball is more than a sport, it's a culture, identity, and a way of life," said Brett O'Brien, chief marketing officer at Foot Locker, which was acquired by Dick’s Sporting Goods for $2.4 billion last year. "With 'Hoops Lives Here', we wanted to capture the emotional connection of living and breathing the game in a way that only Foot Locker can. From the brands we partner with to the Stripers who create unmatched in-store experiences, this campaign reflects Foot Locker's deep connection to the basketball community and our role in helping shape the culture on and off the court."
The ad can be seen here:
"Hoops Lives Here" will roll out as a year-round platform across NBA broadcasts, social platforms including Twitch, YouTube, Instagram, Facebook, Reddit and Snapchat, e-commerce, digital out-of-home and in-store experiences. The campaign will also feature athlete-led storytelling and limited-time gift-with-purchase moments in key markets nationwide, while supplies last.
"What I love about this campaign with Foot Locker is how real it feels," said Orlando Magic star Banchero. "Basketball doesn't stop when you leave the gym – it's part of our everyday life. I'm proud to be featured alongside Payton, Jewell and Chet celebrating how deep hoops runs in who we are."
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Foot Locker operates stores globally across North America, Europe, Asia, Australia and New Zealand, and has a licensed store presence in Europe, the Middle East and Asia.
