This week, Foot Locker announced it is teaming up with the Chicago Bulls ahead of the 2024–25 NBA season. The move further solidifies the retailer’s leadership in basketball culture. The partnership will feature community basketball events, in-store activations, and behind-the-scenes player content for fans. 
Foot Locker has been synonymous with basketball for decades, and the collaboration reinforces its status as a go-to destination for the sport. Throughout its Chicago stores, the retailer will engage Bulls fans in an array of community events.
The organizations will launch their partnership together on Oct. 30 during the Bulls game vs. Orlando, presented by Foot Locker at the United Center in Chicago. Foot Locker, Inc.’s President and CEO, Mary Dillon, will present the game ball, and striper employees will be named as “honorary team captains” for the evening. The game night will include a pregame event in the United Center Atrium featuring photo opportunities, skills and drills activities, and giveaways, plus a Youth 3v3 exhibition game at halftime.
“The rich legacies of Foot Locker and the Chicago Bulls — two institutions that have long been at the forefront of basketball culture — make this partnership a natural fit,” adds Frank Bracken, EVP and Chief Commercial Officer of Foot Locker, Inc. “Basketball is deeply embedded in Foot Locker’s DNA, from local community courts to the global stage of the NBA. We’re thrilled to partner with the Bulls, a legendary franchise with one of the most passionate fan bases in the world.”
“This partnership showcases the Bulls’ and Foot Locker’s shared commitments to basketball culture and community and passion for creating legendary experiences,” echoes Matt Kobe, Executive Vice President of Revenue and Strategy for the Chicago Bulls. “We are proud to welcome Foot Locker as the newest partner of the Chicago Bulls and look forward to inspiring and engaging fans in innovative ways together, in the arena, in their stores, and in the community.”
Chicago Bulls x Foot Locker Activations
- Foot Locker will be the presenting partner for Bulls Fest, a festival and 3v3 tournament that celebrates the sport of basketball, its influence on style, art and culture, and all things Chicago Bulls.
- Last month, the Bulls hosted a Youth Hoops 3v3 Tournament, presented by Foot Locker, which saw over 100 teams compete across two weekends.
- On November 2nd, Foot Locker’s State Street location (26-28 S State St.) will host a Bulls celebration, featuring player meet-and-greets and live entertainment.
- A co-branded “Tunnel Walk” series will launch on social media, offering fans behind-the-scenes access to their favorite players as they prepare to take the court.
