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Can the New York Knicks Help Foot Locker’s Turnaround Efforts?

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Can the New York Knicks Help Foot Locker’s Turnaround Efforts?

Foot Locker is now the official athletic footwear retailer of the New York Knicks.

Foot Locker is looking to get in on Knicks fever with a new multi-year partnership with Madison Square Garden Sports Corp.

On Wednesday, the Dick’s Sporting Goods-owned company was named the official athletic footwear retailer of the New York Knicks ahead of the 2026-2027 NBA season.

As part of the new deal, Foot Locker will be showcased at all Knicks home games at Madison Square Garden throughout the season. This will be amplified by dedicated retail activation within the Knicks Team Store in Madison Square Garden’s Chase Square, featuring Knicks products during home games and open to the public.

There will also be curated retail pop-ups inside Madison Square Garden during select Knicks home games as well as premium brand integration during Knicks home games, including in-arena and on-court contests, LED ribbon signage and more.

Foot Locker also noted that it will host a Knicks theme night featuring elevated in-arena branding, contest, and fan experiences. Plus, there will be exterior signage at the Garden and dedicated retail promotions in connection with select Knicks wins throughout the season.

Finally, Foot Locker said it will integrate the banner into a Knicks original content series across Knicks digital channels, as well as a presence within the Fan Zone section of the Knicks official app.

To celebrate the launch, Foot Locker said it will “bring the energy of Knicks basketball” directly to fans across New York City with the Fan Express, a mobile experience that will make stops throughout the city and culminate at Madison Square Garden.


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