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Foot Locker puts employees front and center in its holiday campaign

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Foot Locker puts employees front and center in its holiday campaign

While other retailers are casting A-listers in holiday campaigns, Foot Locker is spotlighting its head of stores and its store associates, known as Stripers.

Foot Locker’s new campaign, called “Joy to the Sole,” went live on Nov. 6 and highlights gift recommendations, seasonal footwear and anticipated sneaker releases. In a 60-second spot called “The Holiday Studio,” executive George Jenkins joins Stripers to show off styles including the Nike Air Force 1, Ugg Tasman II and Asics Gel-1130. The campaign builds on the retailer’s “It Always Will Be Foot Locker” platform and will span social media, TV, digital and in-store displays.

Jenkins, a 33-year Foot Locker veteran and the company’s head of stores, became a Striper straight out of college and finds it “surreal” to star in his first campaign for the company. He is also the first store leader to front a Foot Locker holiday campaign. “It’s a full-circle moment,” he told Modern Retail. “To be at this point right now, to be able to represent the brand, represent the Stripers and stand alongside the Stripers … is a special moment.”

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