By Barry Janoff
December 16, 2013: Carmelo Anthony, James Harden, Russell Westbrook, Chris Paul, Chris Bosh, Kyrie Irving and Blake Griffin are among the NBA players who have appeared in recent ads for Foot Locker, which since 2004 has been title sponsor for the All-Star Game Foot Locker Three-Point Contest.
The athletic footwear and apparel company is now stepping up its NBA game.
Foot Locker has signed what it called a "multi-year comprehensive marketing partnership" that designates it as an official marketing partner of the league. Financial terms were not disclosed.
Foot Locker said it would continue as the title partner of the Foot Locker Three-Point Contest but also expand its presence in several areas.
One will be “Kicks of All-Star,” a fan-engagement program to be found on a branded section of NBA.com, which would focus on the different sneakers worn by NBA players throughout the All-Star game and related events.
Foot Locker said it would continue to feature NBA players in its campaigns, but would start to debut ads on such NBA digital properties as NBA TV and NBA.com.
The company is currently in the midst of its holiday-themed "23 Days of Flight" campaign. Lead agency is BBDO, New York.
In addition, Kids Foot Locker will work with the NBA Hoop Troop program to conduct a variety of retail activities and promotions.
This new pact also extends to Canada, where Foot Locker said it is planning NBA-themed promotions in stores across the country and would support live NBA events including the pre-season NBA Canada Series and the interactive NBA BIG Tour.
“We have enjoyed working with the NBA on a myriad of programs for more than 20 years, and we are excited to elevate our partnership,” Stacy Cunningham, evp-marketing for Foot Locker., said in a statement “We look forward to working together to create new and innovative events and programs that provide us with the opportunity to further engage with our customers.”
According to Emilio Collins, NBA svp-global marketing partnerships, “Foot Locker has been a staple of NBA All-Star for the past decade and we are thrilled to now broaden our partnership throughout the entire season. Basketball is endemic to Foot Locker’s brand and NBA fans recognize it as a premier destination to find the newest and best basketball gear.”
The upgraded alliance with Foot Locker is the second new official partnership deal in a month for the league. The NBA in late November signed a multi-layered pact with Diageo that named the company the "exclusive spirits partner" of the league.
Foot Locker Rewrites Sports History With Tyson, Holyfield, Favre, Rodman
Chris Paul, 'Little' Chris Give Blake Griffin The Boot Via Foot Locker
Back to Home Page