Foot Locker Celebrates 50 Years of Sneaker Leadership

Foot Locker announces a month-long celebration of its 50th anniversary this September, featuring a series of events and the launch of a limited-edition sneaker and apparel collection in collaboration with Nike, adidas, New Balance, PUMA, and Converse.

For five decades, Foot Locker has been a global leader in sneaker culture, known for its curated selection of top brands and deep community connections. Today, the Company remains the 'Heart of Sneakers' by delivering exceptional customer service through its iconic 'Stripers' and transforming the shopping experience. Foot Locker’s dedication to self-expression and exceptional experiences for sneaker and basketball enthusiasts has cemented its leading role in sneaker culture, a position it intends to uphold for the next 50 years.

Looking to the future, the Company is driving its Lace Up Plan forward by expanding sneaker culture, deepening customer relationships, powering up its portfolio, and enhancing its omnichannel experience. Progress is evident through Foot Locker’s growing product portfolio, reimagined retail concept and store refresh program, and an enhanced FLX Rewards Program focused on customer loyalty.

These innovations mark a significant step in advancing Foot Locker’s omnichannel retail excellence and elevating the shopping experience. Through strategic investments in technology, a consumer-led approach, and a focus on 'all things sneakers,' Foot Locker is positioning itself for sustainable, long-term, and profitable growth.

“As we commemorate this milestone, we’re focused on the future and celebrating our position as the 'Heart of Sneakers,’” said Mary Dillon, president and CEO of Foot Locker, Inc. “Our deep-rooted connection to sneaker culture and the dedication of our Stripers have fuelled our success, and we’re gearing up for the next 50 years. Through our Lace Up Plan, we’re driving sustainable growth by reimagining the in-store and omnichannel experience, strengthening our brand partnerships, and deepening customer engagement.”

Celebration Highlights:

50th Anniversary Limited-Edition Collection: Foot Locker will release an exclusive footwear and apparel collection featuring distinctive black and white colourways with gold accents, created in partnership with Nike, adidas, New Balance, PUMA, and Converse. The collection will be available online at FootLocker.co.uk and in select stores beginning Monday, September 9th and in select stores beginning Monday, September 9th .

Celebratory Events: There will be a celebration taking place on the same day in all our key cities – Berlin, London, Paris, Milan and Barcelona – in partnership with adidas, Nike, New Balance and Converse. In the UK, Foot Locker is partnering with adidas to host an exclusive event at the London Marble Arch store on Thursday, September 19th. The evening will feature live music from Cultur FM, street food and drink, games to win exciting prizes and much more. Consumers will also have the opportunity to win tickets through an in-store and online competition.

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Foot Locker's influence on sneaker culture has been marked by milestones such as the exclusive launch of the Nike Air Max Plus in 1998, the iconic Foot Locker Slam Fest from 1988-1996, and the introduction of signature sneakers for athletes with top brands.

“As we mark our 50th anniversary, Foot Locker proudly remains the undisputed ‘Heart of Sneakers,’” said Frank Bracken, EVP and chief commercial officer of Foot Locker, Inc. “We extend our deepest gratitude to our brand partners for their unwavering support, from collaborating on our exclusive collection to their support of our Lace Up Plan. Together, we are setting the stage for the next 50 years of growth and innovation.”

To celebrate, Foot Locker Europe will also launch a 360-marketing campaign from September 9th, including exclusive product releases, and in-person activations in key cities. The campaign will celebrate our local communities with exclusive events and spectacular community giveaways through social channels.