News
The retailer tapped a rap legend and Wieden + Kennedy vets to showcase its history, partnerships and ubiquitous ‘Stripers.’
by Leslie Blount August 11 2026
When hip-hop celebrated its milestone 50th anniversary in 2023, brands spent the year paying homage to its legacy, releasing campaigns to connect with the genre’s diverse and intergenerational fandom. With exceptions including Sprite, which had a long history of featuring rap artists in its campaigns, and Google, which came into existence 25 years later but quickly embraced the genre in its marketing, most efforts came off as performative and disingenuous.
Three years later, Foot Locker has released a campaign that would’ve comfortably complemented that milestone, reminding consumers of its deeply rooted connection to hip-hop, basketball and sneaker culture. The campaign comes as Foot Locker looks to re-establish its footing following several challenging years and an acquisition by Dick’s Sporting Goods in 2025.
