The National Basketball Association (NBA) and Foot Locker, Inc. (NYSE: FL) today announced a multiyear partnership that makes the global footwear and apparel retailer an official league marketing partner in the U.S.
“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, 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.”
The comprehensive collaboration will engage fans throughout the NBA season, including at marquee league events such as NBA All-Star. Foot Locker also will receive media exposure across league platforms, including on-court virtual signage during national broadcasts and on league social media channels. Additionally, the partnership will be extended to Foot Locker’s loyalty program, FLX, providing additional connection points for customers throughout the season.
“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, 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.”
Announced earlier this year, Foot Locker’s Lace Up plan is designed to drive the organization’s next phase of growth and create value for all company stakeholders. Foot Locker also recently launched its new global brand platform, The Heart of Sneakers, with a holiday campaign featuring top NBA stars. The platform celebrates Foot Locker’s integral role as an originator and leader in sneaker culture.
Foot Locker celebrated the partnership at its Times Square location today, utilizing the store’s 300 ft. digital screens to count down to the partnership launch, with more than 50 members of Foot Locker’s Striper hype crew on site.
The NBA and Foot Locker have a longstanding tradition of celebrating the culture, passion, and excitement of the game, with a partnership history dating back to 1999.