For Spring/Summer season 2025, Foot Locker continues to help the communities it serves with its newest “Summer season Totally different” marketing campaign. Partaking with the people who find themselves a driving pressure of their native areas, the initiative amplifies the voices of ten grassroots collectives throughout Europe who’re making a change of their communities.
Celebrating the marketing campaign’s constructive impression, Hypebeast has teamed up with the retailer to highlight these communities via this unique Day within the Life sequence.
To kick issues off, the primary episode follows Winner’s Circle — a Spanish multidisciplinary artistic cohort based mostly between Madrid and Barcelona that boasts an in depth catalog championing the grassroots cultures they’re a part of.
One of many members, Dani Larbi, takes us on his routine that, after all, begins with a hearty breakfast. After getting along with the remainder of the group, we comply with the collective throughout their weekly meet-up as they talk about the varied tasks they’ve within the pipeline.
Whether or not it’s editorial launches, directing campaigns, or charitable causes, Winner’s Circle engages its group via a variety of fields from trend and music to sport. Comprised of six multidisciplinary creatives who faucet into the cultural richness of their heritage and neighborhoods, every member brings their individuality and distinctive outlook to each mission — and each voice is heard. “Bass and Kawsu work on the journal, Anssou works on the temper board for our subsequent editorial, and the remainder of us brainstorm collectively,” Larbi explains the artistic course of behind their weekly conferences.
“Foot Locker feels linked to what we’re attempting to construct as a collective,” Larbi tells Hypebeast about how the retailer’s involvement of their work has assisted their wider group outreach. “They get our artistic imaginative and prescient, and so they actually help our concepts and tasks.” Having labored with tastemakers throughout communities through the years to construct genuine relationships, it’s this shared sentiment felt by its companions that impressed Foot Locker to make the collaborations official with “Summer season Totally different.”
As we head into the hotter months, the retailer is main the premium way of life operating silhouettes pattern this season. From Shox and Megaride to 1000 and GEL-KINETIC FLUENT, the members lace up their sneakers the place “everyone seems to be carrying one thing that represents their very own type.”
Keep tuned on Hypebeast for extra from the “Summer season Totally different” marketing campaign. You may as well head to the Foot Locker web site to discover the most recent footwear types.
