Foot Locker Puts its Best Foot Forward in Back to School and Beyond Campaign

Whether you’re heading back to school, work, or readjusting to your daily routine, global retailer Foot Locker wants everyone to put their best foot forward in the freshest, most bountiful kicks harvested with the help of its resident sneaker experts – Foot Locker Stripers. As such, the retailer has launched 'It’s Sneaker Season,' a back-to-school campaign that extends beyond just those headed back to the classroom.

Created in partnership with Preacher, the new campaign features Foot Locker Stripers welcoming sneaker enthusiasts of all ages and types as they lend their expertise and boost confidence with a freshly picked pair of the perfect shoes from their exclusive assortment, just in time for Sneaker Season. This campaign marks the first work for Foot Locker from Preacher, which was named global creative AOR for the brand earlier this year. A new global brand platform and integrated brand campaign for the retailer is set to debut late fall, 2023.

'It’s Sneaker Season' consists of a series of and :15 and :06 spots running nationally on connected TV and Meta, and social content running on TikTok and Meta.

“This campaign was all about getting everyone ready to not just go back to school, but to go back to daily life at the turn of the season. To do that, we wanted to position Foot Locker as the place to find the freshest kicks, and that’s where ‘It’s Sneaker Season’ was born. Naming this ‘back-to-everything’ time of year freed us up to create a campaign with strong visual devices that speak to Foot Locker’s abundance and ripe pickings,” said  Rob Baird, partner/chief creative officer at Preacher.

Foot Locker will also be making a large impact within its local communities throughout the back-to-school season with various in-store events focused on giving back. In August, consumers can celebrate Sneaker Season at Foot Locker community stores across North America and enjoy food from local vendors, sneaker cleaning stations, programming for kids and young adults, special appearances, and much more. More information will be announced in the coming weeks.

Foot Locker remains the premiere destination for the latest and greatest sneaker styles. From the trending Adidas Samba sneakers, classic Nike Air Force 1, performance options from ON and Hoka, to Crocs clogs for all ages, Foot Locker is the one-stop-shop for back-to-school shopping needs.