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Before sneakers became fashion statements and status symbols, before sneaker culture even had a name, Foot Locker was already there. That is the message behind "Then. Now. Always.", the brand's new campaign film, which makes a bold statement about its place at the heart of sneaker history.
Directed by Saman Aminzadeh, featuring the voice of Goldie and styling by Rihannon Isabel, the film traverses the eras and silhouettes that have defined the culture: Jordan, which redefined the signature shoe; the Nike TN, which conquered European streets; and performance models that became staples of nightlife and fashion. Throughout the film, Foot Locker's iconic Stripers—the store associates in striped jerseys—appear as trusted cultural guides, connecting people, products, and culture.
The approach is clear: rather than telling this story from the sidelines, Foot Locker places itself at the center of the narrative. "Foot Locker has always been present where sport, fashion, and music intersect," summarizes Slavka Jancikova, VP of Marketing EMEA. The brand highlights how its stores served as major launchpads, notably for the exclusive release of the Nike Air Max Plus in 1998, which became the famous TN and one of the most recognizable sneakers in street culture.
The campaign is accompanied by a selection of exclusive models that span terrace culture, performance running, and streetwear essentials, featuring silhouettes like the adidas Handball, the Nike Tuned, the New Balance 880, and the ASICS GEL-NYC. At the same time, the retailer is rolling out its Back to School collection for the new season.
At a time when sneaker culture is increasingly told through the brands themselves, Foot Locker highlights the central role of retail in that history. It is a way to anchor its cultural legitimacy at a moment when the sneaker retail market is more competitive than ever.
Before sneakers became fashion statements and status symbols, before sneaker culture even had a name, Foot Locker was already there. That is the message behind "Then. Now. Always.", the brand's new campaign film, which makes a bold statement about its place at the heart of sneaker history.
Directed by Saman Aminzadeh, featuring the voice of Goldie and styling by Rihannon Isabel, the film traverses the eras and silhouettes that have defined the culture: Jordan, which redefined the signature shoe; the Nike TN, which conquered European streets; and performance models that became staples of nightlife and fashion. Throughout the film, Foot Locker's iconic Stripers—the store associates in striped jerseys—appear as trusted cultural guides, connecting people, products, and culture.
The approach is clear: rather than telling this story from the sidelines, Foot Locker places itself at the center of the narrative. "Foot Locker has always been present where sport, fashion, and music intersect," summarizes Slavka Jancikova, VP of Marketing EMEA. The brand highlights how its stores served as major launchpads, notably for the exclusive release of the Nike Air Max Plus in 1998, which became the famous TN and one of the most recognizable sneakers in street culture.
The campaign is accompanied by a selection of exclusive models that span terrace culture, performance running, and streetwear essentials, featuring silhouettes like the adidas Handball, the Nike Tuned, the New Balance 880, and the ASICS GEL-NYC. At the same time, the retailer is rolling out its Back to School collection for the new season.
At a time when sneaker culture is increasingly told through the brands themselves, Foot Locker highlights the central role of retail in that history. It is a way to anchor its cultural legitimacy at a moment when the sneaker retail market is more competitive than ever.
Before sneakers became fashion statements and status symbols, before sneaker culture even had a name, Foot Locker was already there. That is the message behind "Then. Now. Always.", the brand's new campaign film, which makes a bold statement about its place at the heart of sneaker history.
Directed by Saman Aminzadeh, featuring the voice of Goldie and styling by Rihannon Isabel, the film traverses the eras and silhouettes that have defined the culture: Jordan, which redefined the signature shoe; the Nike TN, which conquered European streets; and performance models that became staples of nightlife and fashion. Throughout the film, Foot Locker's iconic Stripers—the store associates in striped jerseys—appear as trusted cultural guides, connecting people, products, and culture.
The approach is clear: rather than telling this story from the sidelines, Foot Locker places itself at the center of the narrative. "Foot Locker has always been present where sport, fashion, and music intersect," summarizes Slavka Jancikova, VP of Marketing EMEA. The brand highlights how its stores served as major launchpads, notably for the exclusive release of the Nike Air Max Plus in 1998, which became the famous TN and one of the most recognizable sneakers in street culture.
The campaign is accompanied by a selection of exclusive models that span terrace culture, performance running, and streetwear essentials, featuring silhouettes like the adidas Handball, the Nike Tuned, the New Balance 880, and the ASICS GEL-NYC. At the same time, the retailer is rolling out its Back to School collection for the new season.
At a time when sneaker culture is increasingly told through the brands themselves, Foot Locker highlights the central role of retail in that history. It is a way to anchor its cultural legitimacy at a moment when the sneaker retail market is more competitive than ever.