Foot Locker IT'S GIVING campaign comes with a paper Holiday Catalogue, out on 1 December online and in stores, and new rewards for members of the FLX loyalty programme from 9 November. The retailer is also partnering with creative talent platform Sondr on the fourth edition of Be Kind This Winter, which leaves London for the first time and arrives in Milan on 5 December and in Paris.
What the Foot Locker IT'S GIVING campaign is about
IT'S GIVING carries Foot Locker's "Then. Now. Always." concept into the festive season. That platform started in September with a film that ran from a 1985 jog in the park to the 1998 Nike Air Max Plus "Squalo" and Italian clubs such as Cocoricò, with the brand's Stripers, the staff in black and white referee stripes, appearing in every era.
The Holiday film moves through homes, decades and styles to show how people swap gifts: two partners find out they have bought each other the same pair of sneakers, a group of friends runs a Secret Santa, and the Stripers search for the right size behind the scenes among towering piles of boxes.
"Ask anyone about their first pair of sneakers, the one they saved up for as a teenager, and they will remember exactly where they bought it", said Slavka Jancikova, Marketing VP EMEA at Foot Locker. "For generations, Foot Locker has helped create these memories, launching key models, connecting communities and turning its stores into real cultural landmarks. IT'S GIVING brings this legacy into the heart of the holidays, celebrating both the models we grew up daydreaming about and the new stories being written today."
The Foot Locker Holiday Catalogue and FLX rewards
The campaign brings back the paper wish list. The Holiday Catalogue, which also appears in the film, is built around the habit of circling the shoe you want and leaving the page open as a hint for friends and family. It covers seasonal footwear and apparel for men, women and children, including Foot Locker exclusives such as the Nike Air Max Tuned 1 in grey and blue and the New Balance 740 in brown with pink contrast laces.
From 9 November, members of FLX, the retailer's loyalty programme, can receive selected products, including an ASICS kit, merchandise from a Space Jam themed collection, a private shopping session and the chance to attend NBA Europe Games.
Be Kind This Winter in Milan on 5 December
Be Kind This Winter combines shoe donations with work opportunities for young creatives. In Milan, the day will include creative workshops and Christmas activities run with local talent and organisations. Led by industry professionals, the workshops help participants build practical skills and portfolio projects, and the strongest ideas can receive further support. Open activities include card-making stations, gift wrapping and charity collections.
Foot Locker and Sondr will also give 24 paid commissions and equipment grants to emerging photographers, directors and creators who will document the events, and Foot Locker will donate products and funds to selected local non-profits in the three cities. Last year, the retailer's Milan Holiday event took place at Edicolina in Piazza Santo Stefano with a virtual shopping world.
"We don't want young people to leave these events with just a good memory. We want them to walk out with something concrete in their hands: a portfolio piece, equipment for their next project or a professional contact that can open a door," said Hilary Xherimeja, founder and CEO of Sondr. "Be Kind This Winter was created to generate long-term opportunities."
Entry to the activities is free. The training workshops require advance registration through the channels of Sondr and its partners.
Staff
Casawi Magazine: based in Milan, we celebrate youth culture, creativity, and community across fashion, sports, music, art, design & more.
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