Foot Locker’s Spring/Summer season 2025 “Summer season Totally different” marketing campaign is in full impact. With a historical past rooted within the communities it serves, whether or not it’s the Spanish multidisciplinary inventive cohort Winner’s Circle or Paris’ underground occasion UNDERCOVER, the retailer has partnered with a spread of grassroots collectives to help their initiatives.
For the most recent episode of the unique Day within the Life collection with Foot Locker, we comply with Milan-based Akwaaba World on a typical day of inspiration.
Akwaaba — which interprets to “welcome” in Twi, a language native to Ghana — encompasses not solely the group’s heritage but in addition its philosophy. “We welcome everybody into our collective,” photographer and member Laurent Bentil tells Hypebeast on the naming alternative. A deep-rooted ethos that’s personified by way of the various, rising membership, they host each week.
Beginning in 2018 as a web based radio present, Akwaaba World has been devoted to spotlighting the wealthy musical choices from around the globe, showcasing numerous sounds which are typically missed but extremely influential. All the time digging, researching, and sourcing extra materials to push on their platform, the town’s huge document shops, corresponding to All Time Tones, are the place you’d seemingly discover their members most days.
The collective quickly branched out, leaning on their shared ardour for soccer, each as Africans and Europeans, to include the game and its in depth affect on style into their creativity. “Soccer is a big a part of Akwaaba,” Bentil says. “We grew up watching the African Cup of Nations. This formed us in numerous methods, from the way in which that we costume on and off the pitch.”
After heading to an indoor soccer pitch adorned in Akwaaba-exclusive adidas jerseys for a aggressive 3v3 match, Bentil displays on how this new partnership is a full-circle second. “I’ve been turning to Foot Locker since I used to be ten,” he explains on how the retailer has at all times been the cornerstone of his neighborhood, whether or not or not it’s an area haunt spot or a spot to get recent kicks. “Now they’re vibing with my guys [and] supporting our initiatives.”
Keep tuned on Hypebeast for extra from the “Summer season Totally different” marketing campaign. You may also head to the Foot Locker web site to discover the most recent footwear types.
