Global sports shoe retailer Foot Locker celebrated a summer of basketball in Europe through a series of hoops related activations and experiences running between June and August under the title ‘Summer Jam’.
The brand backed, multi-national programme is anchored by a three-month long ‘Pan European 5v5 Tournament’, plus it also includes the unveiling of a new Foot Locker brand backed court in Berlin, as well as a series of NBA clinics, plus ‘dunk shows’ and a basketball focused summer season apparel and sneaker collection.
Running under Foot Locker’s ongoing, umbrella ‘Raise The Game’ platform – a project that aims to help, support and elevate local communities, individuals and organisations which use basketball at a grassroots level as a way to improve lives –
Foot Locker kicked off its ‘Summer Jam’ with a promotional campaign that was anchored by a hero film which sought to drive viewers online to find out more about the programme and the collection.
The Instagram led ad campaign presents the programme as being ‘bigger, better and more baller than ever before’ and invites everyone to join its ‘summer festival of hoops’ and features friends, partners and collaborators including the Sons of Jemmapes (Paris), Hoopsfix (London), Da Move Crew (Milan) and Streetball BCN (Barcelona).
“Basketball continues to be a key pillar for our brand, and this can be seen particularly through our commitment to ‘Raising the Game’”, explained Foot Locker SVP & general manager Tomas Petersson. “As part of our Summer Jam programme, we hope to continue to help inspire and empower the youth community, support growth of the game across Europe as well as provide a platform for European basketball talent.”
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The 2023 Summer Jam campaign follows on from a successful 2022 initiative.
This year’s programme includes:
Pan European 5v5 Tournament & Berlin Court Opening
The Summer Jam ‘Pan European 5v5 Tournament’ will bring together all of Foot Locker’s European communities for the first time to compete and go head-to-head. Foot Locker will be seeking out the best talent in Europe to compete across London, Milan, Paris, Barcelona, Rotterdam and new to the scene, Berlin, where they will be launching their sixth refurbished court at Hangar1 in August.
Split into two competitions for both men and women, under 18 years old and over 19 years old, the tournament aims to celebrate and support the locals that are invested in driving change in their communities through basketball and its culture.
The under 18 age group qualifiers will battle it out to compete for the winning title in their home market with an incredible top tier prize for winners – a VIP Foot Locker store shopping experience. In addition, the top men’s and women’s teams from the over 19 age group will be flown to London to compete in the final on Saturday 19th August against the other qualifying players from across Europe. During the grand finale, there will be block party celebrations with players, friends and family of the brand.
Foot Locker & NBA Activities
Foot Locker will bring the energy of basketball to communities throughout Europe all summer long. Experiences will take place at each of their courts in Paris, Barcelona, Milan, London and Rotterdam throughout June and August, and will give locals access to some of the most inspirational basketball talent.
As an official partner of the NBA, Foot Locker is excited to bring the NBA to each of the European courts during the summer to provide basketball training for local communities.
Summer Basketball Collection
In addition to the basketball celebrations across Europe, Foot Locker will be celebrating the latest Summer Basketball collection which includes a range of men’s, women’s and kid’s apparel and sneakers from brands including Nike, Jordan, New Era, Mitchell and Ness, adidas, Puma, New Balance, Reebok and Asics. The collection will be available to shop in-store and online.
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