Regardless of being recognized for paving the best way in sneaker tradition, Foot Locker can also be firmly rooted in the neighborhood — priding itself on its dedication to creating optimistic change on an area scale by supporting the worldwide grassroots communities it serves.
Coming off the again of its fiftieth anniversary celebrations final 12 months, the most recent Spring/Summer season 2025 marketing campaign brings collectively years of supporting group initiatives, culminating in strengthening its community and championing rising artistic collectives in 4 European cities.
Titled “Summer season Totally different,” the marketing campaign offers the collectives freedom to interpret the theme of summer season their means by way of the important thing message of encouraging individuals to embrace their private model, heritage, and group.
The multi-disciplinary collectives behind the marketing campaign don’t solely boast an genuine presence within the fields Foot Locker occupies reminiscent of trend, music, and sport, however have additionally shaken up their respective industries whereas using their affect to advertise positivity of their native areas. These embody: Lostboys, a multifaceted artistic and road sport collective based mostly in Nottingham, UK; Akwaaba World, a Milan-based radio station-turned-football workforce platforming numerous world sounds; Spain’s Winner Circle, who interact their group by way of creativity; and Paris’ UNDERCOVER that gives a gathering level for the town’s youth. Moreover, the model can also be partnering with Akeem, Out of Bolo, HellHeaven11, Maison Binario, LA LIGUE, and 144 — cementing its dedication to group engagement.
“As a champion of sneaker tradition, Foot Locker continues to play an influential function within the sneaker motion and in spotlighting communities that form it. Our ‘Summer season Totally different” marketing campaign celebrates grassroots tales that dwell in superbly numerous European neighborhoods,” says Slavka Jancikova, Vice President of Advertising Foot Locker Europe, on the model’s dedication to championing native communities. “As sneaker lovers craft a summer season that’s authentically theirs – offline, unfiltered, and undeniably actual – we’re excited to attach with them and proceed facilitating their model exploration.”
As we witnessed low-profile court-style sneakers taking 2024 by storm, it’s premium way of life operating silhouettes which can be tipped for a giant summer season. Spotlighting 4 kinds by long-standing companions this season, Foot Locker brings forth the 1999 streamline New Stability 1000, ASICS’ archival GEL-KINETIC FLUENT, adidas’ bouncy sole Megaride, and Nike’s Y2K traditional Shox mannequin to the forefront of the marketing campaign.
Every of the collectives has additionally curated an unique map to find hidden gems throughout Europe, from native hangouts to retailers, and they’re out there to seize at choose Foot Locker shops.
Keep tuned on Hypebeast for exclusives from the “Summer season Totally different” marketing campaign. To discover the most recent kinds from main manufacturers, go to the retailer’s web site now.
