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Foot Locker enters marketing partnership with NBA

Foot Locker NBA
Foot Locker promotes its new NBA partnership in Times Square.

Foot Locker Inc. is deepening its ties to the National Basketball Association (NBA).

The athletic footwear and apparel retailer, which has been collaborating with the NBA since 1999, is entering a multi-year partnership to become an official league marketing partner of the NBA in the U.S. Foot Locker will participate in marquee league events such as NBA All-Star; as well as receive media exposure across league platforms, including on-court virtual signage during national broadcasts and on league social media channels. 

In addition, the partnership will extend to Foot Locker's FLX loyalty program. This agreement follows the retailer’s recent launch of its new marketing platform, “The Heart of Sneakers,” in tandem with its 2023 holiday campaign which features NBA players and their sponsor athletic shoe companies including Kevin Durant with Nike, LaMelo Ball with Puma, Anthony Edwards with Adidas, and Steph Curry with Under Armour.

The partnership is also part of a broader initiative Foot Locker calls its “Lace Up” plan. Lace Up includes closing underperforming stores, shifting to off-mall locations and opening new formats, such as a new “store of the future” concept, which will open its first location in 2024 in New York City.

"This exciting partnership cements Foot Locker's position at the center of basketball and sneaker culture and expands our collaborative journey with the NBA," said Frank Bracken, executive VP and chief commercial officer, Foot Locker Inc. "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."

"We are thrilled to deepen our partnership with Foot Locker, a brand entrenched in basketball and pop culture," said Salvatore LaRocca, president of global partnerships, NBA. "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."

Foot Locker Inc. operates approximately 2,600 retail stores in 26 countries across North America, Europe, Asia, Australia and New Zealand, and a franchised store presence in the Middle East and Asia. Its portfolio of brands includes Foot Locker, Kids Foot Locker, Champs Sports, WSS and atmos.

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