Foot Locker Unveils “Hoops Lives Here” Campaign

May. 12, 2026

< 1 min read

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Foot Locker’s new year-round basketball brand platform reinforces the retailer as the center of basketball and sneaker culture.

The campaign is built to celebrate the deep connection between the game and everyday life. It celebrates how basketball isn’t just played on the court – it lives in everyday moments, and it lives at Foot Locker.

Foot Locker’s latest initiative was announced today via a video starring NBA and WNBA stars. Payton Pritchard (Converse), Paolo Banchero (Jordan Brand), Chet Holmgren (Nike), and Jewell Loyd (Nike) appear in the campaign that playfully imagines each athlete living inside a Foot Locker store as if it were their home.

“Hoops Lives Here” will roll out as a year-round platform across NBA broadcasts, social platforms including Twitch, YouTube, Instagram, and more. The campaign will also feature in-store experiences, with athlete-led storytelling and limited-time gift-with-purchase moments in key markets nationwide.

Explore the latest basketball footwear offerings from Foot Locker here.

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Foot Locker Unveils “Hoops Lives Here” Campaign

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