Ahead of the 2024/25 NBA season, Foot Locker, Inc. announced a multi-year partnership with the Chicago Bulls. The deal includes:

  • Foot Locker being the presenting partner for the Bulls Fest celebrating the team’s influence on style, art and culture.
  • Foot Locker hosting community-focused events at its Chicago stores, including on November 2, the retailer’s State Street store in Chicago will host a Bulls-focused celebration with player meet-and-greets and live entertainment. 
  • A co-branded “Tunnel Walk” series will launch via social media, with behind-the-scenes access to Bulls’ players before going on court.

On October 30, during the Bulls vs. Orlando game, the Chicago Bulls and Foot Locker will celebrate their partnership at the United Center in Chicago with a pre-game event in the Center’s Atrium featuring photo ops, skills and drills activities, a Youth 3v3 exhibition game at halftime. Foot Locker, Inc.’s President and CEO, Mary Dillon, will present the game ball, and Foot Locker’s Stripers will be named as honorary team captains for the evening.

“The rich legacies of Foot Locker and the Chicago Bulls—two institutions that have long been at the forefront of basketball culture—make this partnership a natural fit,” said Frank Bracken, EVP and chief commercial officer at Foot Locker. “Basketball is deeply embedded in Foot Locker’s DNA, from local community courts to the global stage of the NBA. We’re thrilled to partner with the Bulls, a legendary franchise with one of the most passionate fan bases in the world.” 

“This partnership showcases the Bulls’ and Foot Locker’s shared commitments to basketball culture and community and passion for creating legendary experiences,” said Matt Kobe, executive VP of Revenue and Strategy for the Chicago Bulls. “We are proud to welcome Foot Locker as the newest partner of the Chicago Bulls and look forward to inspiring and engaging fans in innovative ways together, in the arena, in their stores and the community.” 

Over the past year, Foot Locker entered a multi-year agreement with the NBA as an official marketing partner in the U.S. and activated at NBA All-Star 2024. It also launched “The Clinic” in collaboration with Nike and Jordan Brand, an immersive program bringing basketball culture to fans, sneaker enthusiasts, and local communities. Most recently, Foot Locker, introduced Foot Locker ‘Home Court’ at its recently reopened 34th Street store in New York City in NYC, developed in partnership with Nike and Jordan Brand. 

“Our partnership with the Chicago Bulls amplifies Foot Locker’s longstanding commitment to celebrating and nurturing basketball culture, both locally and globally,” said Kim Waldmann, chief customer officer at Foot Locker. “By uniting community engagement, marketing activations, and fan entertainment, this collaboration allows us to deepen our connection to the sport and inspire new audiences as the game continues to expand its influence.” 

Image courtesy Chicago Bulls