Chicago Bulls x Foot Locker

ABOUT THIS ENTRY

Foot Locker partnered with the Bulls as part of its brand refresh, meant to extend a 50-year legacy while attracting a new generation to the sneaker category. The Bulls, a brand also continuing to build on five decades of history while engaging a new generation of fans, were up to the challenge of expanding sneaker culture within the basketball community. Together, the Bulls and Foot Locker aim to use their basketball DNA to connect with young hoopers on a local level and inspire the next generation—everyone from the local community courts to the global stage of the NBA.

How does this represent "Excellence in Engagement"?

Foot Locker and the Bulls create a powerful combination uniting the best of basketball culture under one roof. Both brands sit at the heart of basketball and sneaker culture, bringing as much excitement on the court as they do off it. In year one of partnership, the two organizations put not their brands, but basketball first in every way.

First, hosting a 3v3 tournament at the famed gym of St. Ignatius College Prep where the sculptures from the Bulls old Chicago Stadium still reside. Then placing a basketball court in the United Center’s atrium for any fan to shoot their shot before a game. And finally, bringing to life tunnel walks, t-shirt tosses, meet & greets, half-time games on the Bulls court, and sneaker drops for local basketball creators, up-and-coming athletes, and fans.

This year was only the beginning for a partnership poised to arrive bigger and better to deepen the connection with basketball fans through experiences as dynamic as the game itself. There are not two brands who could come together as authentically as the Bulls and Foot Locker did, raising the bar of basketball culture for athletes, fans, sneaker enthusiasts, and the local community alike.

Objective

Foot Locker brings the heat and heart to basketball. As the Bulls partnered with Foot Locker on this effort, a leading footwear and apparel retailer, Foot Locker unlocks the “inner sneakerhead” in all of us, but knows that its consumer base loves basketball. They’re more likely to play basketball and be inspired by the fashion of basketball than most. With this understanding as like-minded partners, the Bulls and Foot Locker aligned on how to deliver world class basketball experiences and deepen the connection between fashion and the game in the hearts and minds of consumers.

In 2024, Foot Locker launched its first NBA team partnership with the Chicago Bulls to reinforce its status as the go-to destination for basketball, both on and off the court. Both brands are at the forefront of basketball culture, with the Bulls delivering one of the most passionate fan bases in the world. Together, the Bulls and Foot Locker sought to use their basketball DNA to connect with young hoopers on a local level and inspire the next generation from the local community courts to the global stage of the NBA.

Strategy & Execution

Given the long legacies of both Foot Locker and the Bulls, the campaign looked to continue building on five decades of history while igniting the next generation of fans and consumers. They partnered as part of Foot Locker's brand refresh meant to extend a 50-year legacy while attracting a new generation to the sneaker category.

The Bulls had already doubled down on basketball culture through Bulls Fest, Chicago’s ultimate summer basketball experience held outside the United Center. Bulls Fest of course included engaging basketball programming, but it also served as a culture center that brought in elements of fashion, food, art and music.

With this event in mind, the two brands created a multi-channel partnership in the arena, in Foot Locker stores, and in the community including:

A Youth Hoops 3v3 Tournament, presented by Foot Locker, which saw over 400 participants across two weekends.

Bulls celebrations at games and Foot Locker stores featuring player meet & greets and live entertainment. 

A co-branded “Tunnel Walk” series offering fans behind-the-scenes access to their favorite players preparing to take the court.

A once-in-a-lifetime experience for FLX Rewards members and local content creators at Bulls games.

Organizations

• Chicago Bulls
• Foot Locker

Links

•   Website

Featured

• Jalen Smith
• Kendall Gill
• Lonzo Ball
• Joakim Noah
• Benny the Bull

Credits

Alex Compton
Integrated Marketing Manager
Chicago Bulls

Cody Potter
Sr. Account Executive, Partnership Marketing
Chicago Bulls

Jamie Litoff
Executive Director, Partnership Marketing
Chicago Bulls

Sarah Smith
Executive Director, Marketing
Chicago Bulls

Megan Donovan
VP, Partnership Marketing
Chicago Bulls

Mark Levitt
VP, Business Development
Chicago Bulls

Zaida DeGuzman
Director, Entertainment & Events
Chicago Bulls

Kayla King
Manager, Brand & Fan Development
Chicago Bulls

Haley Zahn
Sr. Coordinator, Brand & Fan Development
Chicago Bulls

Haniya Ghazi
Coordinator, Integrated Marketing
Chicago Bulls

Josh Vasquez
Entertainment Specialist
Chicago Bulls

Kyle Cummings
Sr. Manager, Basketball Programming
Chicago Bulls

Me'Leia Mansker
Coordinator, Basketball Programming
Chicago Bulls

Caroline Mattingly
Director, Brand Communications
Chicago Bulls

Lindsay Logan
Manager, NA Sports Marketing
Foot Locker

Kristin Mosley
Director, NA Sports Marketing
Foot Locker

Brittany Taylor
Sr. Manager, Marketing Operations
Foot Locker

Holly Tedesco
Chief Marketing Officer
Foot Locker

Michael Charles II
Central Marketing Manager
Foot Locker