This September, Foot Locker reaches its 50th anniversary in business. To celebrate, the retailer will feature a series of events as well as a limited-edition sneaker and apparel collection in collaboration with Nike, Adidas, New Balance, Puma, and Converse.
Foot Locker has been synonymous with sneaker culture for five decades, known for its curated selection of top brands. Its iconic “Stripers” remain experts for sneaker and basketball enthusiasts visiting the store.
Looking to the next 50 years, the company is expanding its Lace Up Plan by digging deeper into sneaker culture, customer relationships, and omnichannel growth. The company recently enhanced its FLX Rewards Program for loyal customers and will soon launch a redesigned mobile app.
“As we commemorate this milestone, we’re focused on the future and celebrating our position as the ‘Heart of Sneakers,'” adds Mary Dillon, President and CEO of Foot Locker, Inc. “Our deep-rooted connection to sneaker culture and the dedication of our Stripers have fueled 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.”
Foot Locker 50th Anniversary Celebration Highlights
- 50th Anniversary Limited-Edition Collection: Foot Locker will release an exclusive footwear and apparel collection featuring black and white colorways with gold accents, created in partnership with Nike, Adidas, New Balance, PUMA, and Converse. The collection will be available online at FootLocker.com and in select stores beginning Monday, September 9.
- Celebratory Events: Foot Locker will host various events in New York City throughout September, including a performance featuring GRAMMY-nominated artist and brand ambassador Coi Leray, in partnership with adidas and produced by Complex for FLX Rewards members.
- New York Stock Exchange Opening Bell® Ceremony: To commemorate Foot Locker’s 50th anniversary, Mary Dillon rang the NYSE Opening Bell® on Thursday, September 5.
- 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.
To celebrate, Foot Locker will also launch a 360-marketing campaign on September 9, including out-of-home placements, paid media, exclusive product releases, and in-person activations. Its newly reopened NYC flagship will host customer-focused events throughout September, including a ribbon-cutting ceremony, exclusive sneaker customization, live entertainment, and limited-edition gifts.
