Foot Locker enters into multi-year partnership with the Chicago Bulls

Foot Locker, Inc. has entered into a multi-year partnership with the Chicago Bulls ahead of the 2024-2025 NBA season.

The move sees the footwear and sportswear retailer strengthening its position within the field of basketball through several initiatives such as community activations, fan experiences, exclusive in-store activations, and behind-the-scenes player-focused content, providing fans with unique opportunities to engage with the Chicago Bulls in different ways throughout the season.

Some of the community events Foot Locker will support include Bulls Fest, a festival and 3v3 tournament honoring the sport of basketball, for which the sportswear retailer will serve as the presenting partner, and community-focused events in its Chicago stores to engage directly with fans.

In addition, on November 2, Foot Locker will host a special Bulls celebration at its State Street location, featuring player meet-and-greets as well as live entertainment. Foot Locker will also launch a co-branded “Tunnel Walk” series via its social media channels, including behind-the-scenes footage from some Chicago Bulls players as they get ready to hit the court.

“The rich legacies of Foot Locker and the Chicago Bulls—two institutions that have long been at the forefront of basketball culture—make this partnership a natural fit,” said Frank Bracken, EVP and chief commercial officer of Foot Locker, Inc, in a statement. “Basketball is deeply embedded in Foot Locker’s DNA, from local community courts to the global stage of the NBA. We’re thrilled to partner with the Bulls, a legendary franchise with one of the most passionate fan bases in the world.”  

On October 30, both companies will kick off their partnership in style during the highly anticipated Bulls vs. Orlando game, sponsored by Foot Locker at the United Center in Chicago. The evening will feature an exciting pregame event in the United Center Atrium, where fans can enjoy photo ops, skills and drills challenges, and exclusive giveaways. A Youth 3v3 exhibition game will also light up halftime. Foot Locker, Inc. President and CEO Mary Dillon will have the honor of presenting the game ball, while Foot Locker's iconic Stripers will step in as honorary team captains for the night. Additionally, Foot Locker will offer local FLX Rewards members a chance to win tickets to this thrilling game through a special sweepstakes.

“This partnership showcases the Bulls’ and Foot Locker’s shared commitments to basketball culture and community and passion for creating legendary experiences,” said Matt Kobe, executive vice president of revenue and strategy for the Chicago Bulls, in a statement. “We are proud to welcome Foot Locker as the newest partner of the Chicago Bulls and look forward to inspiring and engaging fans in innovative ways together, in the arena, in their stores and in the community.” 

Alongside its partnership with the Chicago Bulls, Foot Locker continues to strengthen its ties to the basketball community. Last year, the sportswear retailer signed a multi-year agreement with the NBA as an official US marketing partner and participated in NBA All-Star 2024. Foot Locker also launched “The Clinic,” an immersive basketball program with Nike and Jordan Brand, and introduced ‘Home Court,’ a premier multi-brand basketball shopping destination at its reopened 34th Street location in New York City, in collaboration with Nike and Jordan Brand.