With the NBA regular season approaching quickly, Foot Locker Inc. has announced a multiyear partnership with the Chicago Bulls.
This deal, according to the retail giant, will include community basketball events, in-store activations and behind-the-scenes player-focused content throughout the season. Foot Locker Inc. and the Bulls will tip off their partnership on Oct. 30 when Chicago hosts the Orlando Magic at the United Center.
The Oct. 30 celebration will include a pregame event in the arena’s atrium with photo opportunities, skills and drills activities, giveaways and a youth 3-on-3 exhibition game at halftime. Also, Foot Locker Inc. president and chief executive officer Mary Dillon will present the game ball, and the retailer’s stripers will be named as honorary team captains for the evening.
For area FLX Rewards members, the retailer will also run a ticket sweepstakes for a chance to attend the game.
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“The rich legacies of Foot Locker and the Chicago Bulls — two institutions that have long been at the forefront of basketball culture — make this partnership a natural fit,” Foot Locker Inc. executive vice president and chief commercial officer Frank Bracken said in a statement. “Basketball is deeply embedded in Foot Locker’s DNA, from local community courts to the global stage of the NBA. We’re thrilled to partner with the Bulls, a legendary franchise with one of the most passionate fan bases in the world.”
In terms of the partnership’s key initiatives, Foot Locker Inc. confirmed it will participate in several community basketball events, which includes signing on as the presenting partner for Bulls Fest. The event is both a 3-on-3 tournament and a festival and that celebrates basketball, as well as its influence on style, art and culture — and, of course, the Bulls.
Also, the Bulls hosted a Youth Hoops 3-on-3 Tournament in September that was presented by Foot Locker, and more than 100 teams competed over two weekends.
As for in-store activations, Foot Locker confirmed it will host a Bulls celebration with player meet-and-greets and live entertainment on Nov. 2 at its 26-28 S. State St. location, and the retailer will launch a co-branded “Tunnel Walk” series will launch on social media to show players before they hit the court.
“This partnership showcases the Bulls’ and Foot Locker’s shared commitments to basketball culture and community and passion for creating legendary experiences,” Chicago Bulls executive vice president of revenue and strategy Matt Kobe said in a statement. “We are proud to welcome Foot Locker as the newest partner of the Chicago Bulls and look forward to inspiring and engaging fans in innovative ways together, in the arena, in their stores and in the community.”
This partnership is the latest of several efforts from the retailer in 2024 to further its investment into both the sport of basketball and its community.
For instance, Foot Locker launched its “Home Court” multibrand basketball experience in partnership with Nike and Jordan Brand in August at its 34th Street store in New York City. And during 2024 NBA All-Star Weekend in February, Foot Locker teamed up with Nike and Jordan Brand on “The Clinic,” which it described as a program “bringing basketball culture to fans, sneaker enthusiasts and local communities.”
And in November 2023, Foot Locker announced a multiyear partnership with the NBA, becoming an official marketing partner in the U.S.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
