Foot Locker and the NBA signed a multiyear partnership that makes the sneaker and apparel retailer the NBA’s official league marketing partner in the U.S. Foot Locker will also receive exposure across the league’s platforms, including on-court virtual signage during national broadcasts and league social media channels.
The partnership will be extended to Foot Locker’s loyalty program, FLX, providing customers with additional connection points throughout the season.
“We are thrilled to deepen our partnership with Foot Locker, a brand entrenched in basketball and pop culture,” said Salvatore LaRocca, president of Global Partnerships at the NBA. “Foot Locker will offer its customers an elevated connection to the NBA through a variety of marketing programs, bringing our fans closer to the game.”
“This exciting partnership cements Foot Locker’s position at the center of basketball and sneaker culture and expands our collaborative journey with the NBA,” said Frank Bracken, executive vice president and chief commercial officer of Foot Locker, Inc. “We look forward to working together to create unforgettable events and experiences that further engage NBA fans and our customers in support of our Lace Up plan.”
Foot Locker announced its Lace Up plan earlier this year, designed to drive the company’s next growth phase and create value for stakeholders. The company also recently launched its global brand platform, “The Heart of Sneakers,” with a holiday campaign featuring NBA stars celebrating FL’s positioning in sneaker culture.
Photo courtesy Foot Locker
