Foot Locker has unveiled “It Always Will Be Foot Locker,” a new brand platform celebrating the company’s longstanding role in sneaker and basketball culture.
The campaign is anchored by a two-minute brand anthem narrated by Method Man and created with creative agency Someplace. The film highlights defining moments in sneaker history, including the original red-and-black Air Jordan 1, adidas Stan Smith, Converse Weapon, New Balance Grey styles and Nike Air Force 1.
The campaign emphasizes sneakers as a form of self-expression while highlighting Foot Locker’s iconic Striper as a constant throughout generations of sneaker culture.
“For more than 50 years, Foot Locker has given sneaker culture a true home,” said Brett O’Brien, SVP and Chief Marketing Officer at Foot Locker.
Method Man called the project personal, noting that sneakers represent identity, inspiration and meaningful moments.
The campaign spans broadcast, social, digital, out-of-home and in-store platforms. Foot Locker is also expanding the initiative through “Sole Stories,” a 36-episode short-form documentary series created with Hartbeat featuring creators, tastemakers and sneaker enthusiasts sharing the stories behind influential pairs.
