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Foot Locker and Nike have partnered with Crenshaw community leaders to launch The Crenshaw Rec by Foot Locker, a new retail destination in South Los Angeles. Located at 3222 W Slauson Ave on Crenshaw Boulevard, the store is inspired by the neighbourhood's spirit and the legacy of Nipsey Hussle. The retail experience celebrates basketball, entrepreneurship and creativity that define the area. Modelled after traditional recreation centres that serve as gathering places for sport, culture and connection, the store represents a first-of-its-kind concept. The Crenshaw Rec by Foot Locker is set to open on Saturday, 22 August. The partnership aims to honour one of Los Angeles' most influential neighbourhoods through this unique retail format.

Foot Locker's new campaign leans on decades of shoes and staff. Foot Locker's European business has opened its partnership with 72andSunny Amsterdam by building a brand film around its own shop-floor employees and four decades of archive silhouettes. The account change sets the creative direction for the region where it competes hardest. Foot Locker's European business has released a brand film that runs back through four decades of sneakers, from Jordan and the Nike TN to Saucony, Asics and On. "Then. Now. Always.," out Aug. 13, is the first work from the agency that won the retailer's regional account in March. 72andSunny Amsterdam took the EMEA creative business after a competitive review, and this film sets the tone for everything that follows it. Managing director Hollie Loxley has said the partnership rests on the idea that brands are built through culture rather than through volume of messaging. The result leans on history instead of the season's product. Foot Locker sold most of the shoes in the film, a history rivals can't simply buy. And it has rivals. JD Sports Fashion has scaled hard across the same high streets, while Snipes built its business on the street credibility this film claims. Nike, meanwhile, has spent the period since Elliott Hill took over in late 2024 restoring allocation to the wholesale partners it once walked away from, and the product now goes to retailers who can prove they matter culturally. Brand equity has become an input into how much stock a retailer gets. The people in the striped shirts. The film belongs to the Stripers, the staff who wear them, and they appear less as salespeople than as members of the scenes they served. Foot Locker counts more than five decades of them at home and over 40 years in Europe. Foot Locker's brand campaign EMEA 2026 That's the smartest part of the campaign. A brand selling direct can copy a retailer's assortment, its app and its store design. It can't copy 40 years of conversations across a counter. Slavka Jancikova, VP Marketing EMEA, put it in personal terms, describing a favorite pair of trainers as the marker of a first day or a first win. The Stripers are there to make that claim credible. The silhouettes doing the work. The film chooses its eras carefully. Jordan opens it. Then comes the Nike TN, drawn up by Sean McDowell and sold from 1998 as a Foot Locker exclusive, a deal that held until roughly 2016. French buyers called it the Requin after the shark-like gradient on the upper, and it stuck to the estates outside Paris and Marseille and to UK rave style. The adidas that follows arrived in 1965 under another name entirely, the Robert Haillet, and only became the Stan Smith in 1978. The film catches up with it much later, on the terraces in Manchester rather than on a tennis court. Then it lands on shoes Foot Locker can sell this week: New Balance, running-heritage brand Saucony, Asics and On. Archive runners have carried the lifestyle market for the past three years, and that suits a multi-brand retailer, because pulling a heritage range together means curating across labels rather than going deep on one. Where it runs. The film runs in France, Italy and the UK across connected TV, digital, social and out-of-home, with in-store content everywhere else in EMEA and murals in the same three countries. Those are the markets where the scenes in the film actually happened. It also feeds the retailer's weekly social show and a Back to School push built around exclusives. Views won't settle this. What will is whether Nike, adidas and the rest start handing Foot Locker the product and the exclusives that come with being treated as a gatekeeper again, and whether Dick's Sporting Goods, which bought the chain last September, keeps paying for brand work when the next campaign comes around. Latest. Get 3 free articles weekly + The Daily Digest - See what industry leaders read every day: * Curated industry intelligence you won't find anywhere else - selected from 500+ sources * LExclusive interviews, case studies, and consumer insights on emerging markets and trends * Expert analysis on corporate moves, financials, retail trends, regulation, and innovation * The Daily Digest - essential sporting goods news delivered every morning

Harlem's Fashion Row commissions custom Nike Air Force 1s for charity. Harlem's Fashion Row has partnered with Foot Locker and five Black designers to create a limited custom collection of the Nike Air Force 1, leveraging the silhouette's deep roots in New York street culture. The 10-piece collection bypasses traditional retail entirely - all pairs will be sold through charity auction, with proceeds supporting UNCF scholarships and education initiatives. The Nike Air Force 1 occupies a particular place in Harlem's cultural inventory. Since its 1982 introduction, the silhouette has woven itself into the neighborhood's identity as thoroughly as any building or street corner. That historical resonance forms the conceptual spine of Harlem's Fashion Row's latest initiative - a collaboration that treats the Air Force 1 not as a product to be rereleased, but as a canvas for cultural dialogue. Deal Available 89% OFF Up to 88% OFF Kid's Nike NBA Jerseys (Triple White) $10 $90 Save $80 Working alongside Foot Locker, HFR invited five Black designers to deconstruct and rebuild the silhouette around their own aesthetic frameworks. Rather than simple recolors or material swaps, each interpretation incorporates elements of fashion, art, and lived experience while preserving the Air Force 1's essential DNA. The resulting collection comprises 10 pairs, each distinct enough to function as individual statements rather than variations on a single theme. Design & concept. The project centers on the designers' autonomy to push beyond the baseline. Each pair reflects a designer's point of view - their color sense, material knowledge, and relationship to the shoe's legacy. The execution underscores a principle often absent from mainstream collaborations: that reinterpretation means genuine creative control, not approved tweaks within predetermined parameters. By anchoring the collection to the Air Force 1's Harlem lineage, HFR sidesteps the need for elaborate justification. The shoe's presence in the neighborhood predates its global ubiquity by decades. That temporal specificity - recognizing where the silhouette actually took root before it became a worldwide staple - gives the collection an authenticity that pure commerce cannot manufacture. Charity auction & release structure. All 10 pairs bypass conventional retail channels. Instead, HFR has structured the collection as a charity auction benefiting UNCF (United Negro College Fund), directing proceeds toward scholarship programs and educational access. This model prioritizes impact over inventory turnover - a deliberate pivot from standard sneaker release mechanics. Bidding runs through August 14, 2026, at 3 PM EDT, with all lots available through the project's online auction platform. The timeframe suggests a measured approach, allowing genuine interest rather than artificial scarcity to drive valuations. The Air Force 1 in context. The Air Force 1's trajectory from basketball utility to cultural artifact is inseparable from its adoption in Harlem and across New York's broader streetwear ecosystem. By centering that geography and history, HFR reclaims a narrative often flattened into generic "sneaker culture" discourse. The shoe belongs to Harlem first - its later global status is secondary to that originary relationship. This approach also contrasts with the dominant release cycle. While Nike currently maintains an expansive catalog (its deal tracking shows 61 active Nike offers across major retailers, averaging 36% off), most of that volume follows predictable templates. A limited custom collection sold exclusively through charity auction operates in an entirely different register - one where ownership connects to support for specific educational outcomes rather than algorithmic retailing. FAQs. When does bidding close on the Harlem's Fashion Row Air Force 1 collection? Bidding remains open through August 14, 2026, at 3 PM EDT. All 10 pairs are available exclusively through the project's online charity auction. Where can I place a bid? All 10 pairs are available through the Harlem's Fashion Row charity auction platform. Bidding is conducted entirely online. Who benefits from the auction proceeds? All proceeds support UNCF (United Negro College Fund), which provides scholarships and education programs for students. Deal Available Up to 88% OFF Kid's Nike NBA Jerseys (Triple White) $9.99 $90.00 Save $80.01 Nike under retail Browse Nike items priced below retail on StockX Release info. Availability: Charity auction (online exclusive) Collection Size: 10 custom pairs Auction Deadline: August 14, 2026, 3 PM EDT Proceeds Benefit: UNCF scholarships and education programs Platform: Harlem's Fashion Row charity auction nike air-force-1