Foot Locker has entered into a month-long celebration of its 50th anniversary this September, featuring the launch of a limited-edition sneaker and apparel collection in collaboration with Nike, Adidas, New Balance, Puma, and Converse, along with a series of events to commemorate the milestone.

A global retailer that has embraced sneaker culture for five decades, known for its curated selection from top brands, remains the “Heart of Sneakers” for sneaker and basketball enthusiasts, a position the company “intends to uphold for the next 50 years.”

“As we commemorate this milestone, we’re focused on the future and celebrating our position as the ‘Heart of Sneakers,'” said Mary Dillon, president and CEO of Foot Locker, Inc. “Our deep-rooted connection to sneaker culture and the dedication of our Stripers have fueled our success, and we’re gearing up for the next 50 years. Through our Lace Up Plan, we’re driving sustainable growth by reimagining the in-store and omnichannel experience, strengthening our brand partnerships and deepening customer engagement.” 

Highlights of Foot Locker’s 50th Anniversary include:

  • 50th Anniversary Limited-Edition Collection: Foot Locker will release an exclusive footwear and apparel collection featuring black and white colorways with gold accents, created in partnership with Nike, Adidas, New Balance, Puma, and Converse. The collection will be available online at FootLocker.com and in select stores beginning September 9. 
  • Celebratory Events: Foot Locker will host various events in New York City throughout September, including a concert featuring artist and brand ambassador Coi Leray, in partnership with Adidas and produced by Complex for FLX Rewards members. 
  • New York Stock Exchange Opening Bell Ceremony: President and CEO Mary Dillon will have rung the NYSE opening bell on Thursday, September 5. 
  • Launch a 360-marketing campaign on September 9 will include out-of-home placements, paid media, exclusive product releases, and in-person activations.
  • The newly reopened 34th Street store in NYC will host customer-focused events throughout September, including a ribbon-cutting ceremony, exclusive sneaker customization, live entertainment and limited-edition gifts.

Over the decades, Foot Locker has marked its influence on sneaker culture with milestones, including the exclusive launch of the Nike Air Max Plus in 1998, the Foot Locker Slam Fest from 1988 to 1996, and introduced signature sneakers for athletes with top brands. 

“As we mark our 50th anniversary, Foot Locker proudly remains the undisputed ‘Heart of Sneakers,'” said Frank Bracken, EVP and chief commercial officer of Foot Locker, Inc. “We extend our deepest gratitude to our brand partners for their unwavering support, from collaborating on our exclusive collection to their support of our Lace Up Plan. Together, we are setting the stage for the next 50 years of growth and innovation.” 

Images courtesy Foot Locker