Foot Locker expands NBA focus with Chicago Bulls partnership

Less than a year after announcing a multi-year partnership with the NBA, Foot Locker is doubling down on its NBA strategy with a multi-year partnership with the Chicago Bulls.

On Tuesday, Foot Locker announced the partnership, which aims to “further cement its leadership position in basketball” and become a sought-after destination for basketball sneaker shoppers, according to the company.

“Foot Locker has had a deep history connected to basketball for the 50 years we’ve been in business. In the last year, we’ve been cementing that by investing into a key couple of areas [around the sport],” said Kim Waldmann, Foot Locker’s global chief customer officer. “That includes partnerships, in-store experiences, and community and connecting with young hoopers on the local level.” The Chicago Bulls collaboration will play into these focus areas, she said.

The launch of the partnership will be celebrated on October 30 during the Chicago Bulls versus. Orlando Magic game. At the United Center arena in Chicago, Foot Locker will host a pre-game event inclusive of photo activations and skills-and-drills activities for fans. Mary Dillon, Foot Locker’s CEO, will attend the game and present the game ball, capping off the experience. Throughout the NBA season, which begins on October 22 and ends on April 13, Bulls fans, consumers and Chicago residents can expect to see various elements of the collaboration, including in-person events, virtual on-court signage and pop-ups.

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