A year‑round love letter to basketball
Foot Locker has rolled out a year‑round campaign called “Hoops Lives Here,” a nod to the retailer’s deep roots in basketball culture. The initiative, built around a 30‑second spot, brings NBA and WNBA stars into a narrative where they imagine themselves living inside a Foot Locker store as if it were their own home.
The spot features Payton Pritchard, Paolo Banchero, Chet Holmgren and Jewell Loyd, each of whom is portrayed navigating the aisles with the same reverence they give the game. By placing the athletes in a domestic setting, the creative seeks to capture the emotional bond fans feel when they step through the doors of a store.
The campaign will appear across broadcast, social, digital and out‑of‑home channels, while also being activated in stores nationwide. Limited‑time gift‑with‑purchase moments will accompany the rollout, giving shoppers a reason to engage both online and in‑person.
Brett O’Brien, chief marketing officer at Foot Locker, said the effort is about “capturing the emotional connection of living and breathing the game.” His words underscore how the brand intends to move beyond seasonal pushes and embed itself in the everyday basketball narrative.
The rollout comes on the heels of strong results from Foot Locker’s Fast Break stores, which posted double‑digit comparable sales and a noticeable lift in gross margin during the fourth quarter. That performance has given the company confidence as it looks ahead to 2026.
Executives see a long‑term growth runway for the Foot Locker banner. Edward Stack, executive chairman of Dick’s Sporting Goods, highlighted the opportunity to expand the brand’s reach and deepen its connection with younger fans.
Financial analysts project modest but steady growth for the company next year, with comparable sales expected to rise between 1 percent and 3 percent and operating income targeted at $100 million to $150 million.