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Gen Z is taking their sneakers out of the box.<\/p>\n
For some sneakerheads, kicks are collectors items, and the value drops as soon as they touch the ground. But Foot Locker\u2019s latest campaign is rooted in the knowledge that for some Gen Zers, sneakers are most valuable as part of an outfit.<\/p>\n
\u201cThere\u2019s been a real shift in mindset these last few years with Gen Z,\u201d Kim Waldmann, SVP and global chief customer officer of Foot Locker, told Marketing Brew. \u201cThese kids are a bit worn out by the hype culture, this idea of collecting sneakers to just accumulate more stuff, and what they\u2019re really thinking about is sneaker culture as a form of self-expression and personal style\u2026You can experiment with different looks and different vibes through sneakers and not necessarily be overly precious about them.\u201d<\/p>\n
As part of Foot Locker\u2019s ongoing efforts to connect with younger consumers and center itself in sneaker culture, the brand tapped LSU basketball star Flau\u2019jae Johnson to lead the first installment of the new campaign, which is set to run through the spring and summer.<\/p>\n
Stay in rotation:<\/strong> The campaign, called \u201cStay in Rotation,\u201d was primarily designed for social platforms including Instagram, Snapchat, and TikTok, Waldmann said. The first video, \u201cLife in Rotation,\u201d features Johnson on a spinning pedestal in three different outfits paired with three different Puma shoes: the Speedcat, Speedcat Ballet, and La France.<\/p>\n Puma serves as the first Foot Locker brand partner to appear in the campaign, but more brands, including Adidas, Nike, and New Balance, will follow throughout the spring, according to Waldmann. Each installment will reflect different \u201cmoments and moods\u201d in sneaker culture, including retro sneakers, the revival of Y2K running sneakers, and skate shoes, she said.<\/p>\n Johnson, who has an NIL deal with Puma that includes her own sneaker, is only set to appear in this first iteration of the campaign, Waldmann said. Upcoming chapters with the other brands will feature different \u201cinfluencers and talent,\u201d she said, though she declined to share exactly who might show up.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n The Flau\u2019jae effect:<\/strong> Johnson, who is 21, was \u201cthe ideal face to kick off the first iteration of our campaign,\u201d Waldmann said, considering her star power in both basketball and music, willingness to experiment with her personal style, social media reach, and \u201corganic connection\u201d with Gen Z.<\/p>\n In addition to Johnson and others, Foot Locker \u201cStripers,\u201d the brand\u2019s name for its sales associates based on their striped uniform shirts, will be involved in the campaign, too; Waldmann said staff will create content about their personal sneaker rotations and how they help customers build their looks. Those videos will show up across Foot Locker\u2019s owned social channels, especially on TikTok, where the brand already regularly features its Stripers, she added.<\/p>\n \u201cThey\u2019re a key, iconic piece of the brand\u2026and really tie in nicely to this idea of \u2018Stay in Rotation\u2019 at a broader brand level,\u201d Waldmann said.<\/p>\n Lace up:<\/strong> Foot Locker waited until the unofficial start of spring\u2014the end of March Madness\u2014to roll out its campaign because it\u2019s a time when many people are looking to refresh their wardrobes, Waldmann said. Last year marked the first time the brand ran \u201ca spring style and trend campaign,\u201d she said, and this year, it doubled down on that strategy with the goal of boosting its already fast-growing women\u2019s business.<\/p>\n The campaign falls under Foot Locker\u2019s Lace Up plan \u201cto grow with a young, diverse audience\u201d by tying up with sneaker culture, which rolled out in 2023 and has already led to some movement, she said. In the fall of 2023, Foot Locker ranked as the No. 9 footwear brand among all teens, according to a semi-annual Piper Sandler survey of about 6,500 US teens. It fell off that ranking in 2024, but this spring, it reappeared on the list at No. 10.<\/p>\n \u201cI think that speaks to the authentic\u2026connection that we\u2019re having [with Gen Z],\u201d Waldmann said. \u201c\u2018Stay in Rotation\u2019 is really about the content and the storytelling that amplifies the trend we\u2019re already seeing in the business.\u201d<\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n