The NBA and Foot Locker Europe have announced a thrilling multiyear expansion of their partnership, designed to strengthen connections with basketball fans throughout Europe. This collaboration reinforces Foot Locker’s status as an official NBA marketing partner in Europe while enhancing its engagement with the continent’s dynamic basketball culture.
NBA Paris Games 2025: A Milestone in the Partnership
As part of this expanded partnership, Foot Locker will act as an associate partner for the NBA Paris Games 2025, presented by Tissot. These highly anticipated games will feature the Indiana Pacers and San Antonio Spurs, competing in two regular-season matchups at the Accor Arena on January 23 and January 25, 2025. This event marks a significant milestone for European NBA fans, who will witness elite NBA talent on their home turf during a weeklong celebration of basketball.
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Celebrating Basketball and Sneaker Culture in Europe
This collaboration aims to elevate basketball culture across Europe through exclusive products, community-focused initiatives, and fan-centric experiences. Foot Locker’s broader vision seeks to empower local communities and expand basketball’s reach in vibrant cities like Barcelona, Berlin, London, Milan, Paris, and Rotterdam.
In line with this commitment, Foot Locker will host youth basketball clinics in collaboration with the NBA. These clinics provide young fans and aspiring athletes with invaluable resources, mentorship, and the opportunity to deepen their passion for the sport. This initiative underscores Foot Locker’s dedication to nurturing the next generation of basketball enthusiasts throughout Europe.
“Expanding our marketing partnership with the NBA in Europe solidifies Foot Locker’s leadership in global basketball culture and deepens our impact beyond the court,” said Kim Waldmann, Chief Customer Officer of Foot Locker, Inc. “We are excited to engage with fans and players through unique events and activations that celebrate the sport and its culture across Europe.”
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Exclusive NBA Jackets by Jeff Hamilton: Celebrating Foot Locker’s 50th Anniversary
In celebration of Foot Locker’s 50th anniversary and the expansion of its NBA partnership, renowned fashion designer Jeff Hamilton will create a limited collection of 50 NBA jackets. These exclusive jackets will be available through giveaways, allowing Foot Locker’s FLX loyalty program members and social media followers to win. Additionally, winners will receive a subscription to NBA League Pass, the league’s premium live-game service accessible via the NBA App.
This collaboration with Jeff Hamilton merges basketball culture with high fashion, adding a unique dimension to the Foot Locker-NBA partnership. Anticipated to be highly sought-after, these exclusive jackets will further cement Foot Locker’s connection with sneaker enthusiasts and basketball fans alike.
“Our expanded collaboration with Foot Locker Europe reinforces our shared commitment to celebrating the vibrant basketball cultures and rich history of the game in various communities across Europe,” said Dina Ahmad, Vice President of Global Partnerships for NBA Europe and the Middle East. “We look forward to working with Foot Locker on various fan activations in conjunction with the two games in Paris in January between the Spurs and Pacers.”
Enhancing Fan Access: NBA League Pass and Broadcast Options for European Fans
For basketball enthusiasts across Europe, the 2024-25 NBA season is more accessible than ever. The NBA’s regional broadcast partners and NBA League Pass offer live games and exclusive content to European audiences. Fans can stay engaged through the NBA’s social media channels on platforms such as Facebook, Instagram, X (formerly Twitter), and YouTube, as well as via the official NBA App on iOS and Android. Moreover, authentic NBA merchandise is available on NBAStore.eu, allowing fans to celebrate their passion for the sport.
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About Foot Locker, Inc.
Foot Locker, Inc. is a prominent leader in the global sneaker and apparel industry, boasting around 2,500 stores across 26 countries. The brand has a rich history of fostering sneaker culture and is committed to unlocking the “inner sneakerhead” in everyone. With a diverse portfolio that includes Foot Locker, Kids Foot Locker, Champs Sports, WSS, and atmos, Foot Locker connects communities worldwide through footwear and fashion.
About the NBA
The National Basketball Association (NBA) is an iconic sports and media organization dedicated to inspiring and uniting fans globally. Comprising five leagues, including the NBA, WNBA, NBA G League, NBA 2K League, and the Basketball Africa League, the NBA reaches audiences in 214 countries and provides content in 60 languages. As the league expands internationally, its focus remains on community-building and social responsibility through initiatives like NBA Cares.
Looking Ahead: Strengthening Community, Culture, and Basketball
The expanded partnership between the NBA and Foot Locker underscores a shared vision to enhance the fan experience and promote basketball culture in Europe. With the upcoming Paris Games and exclusive offerings like Jeff Hamilton’s custom jackets, fans can anticipate a season full of engaging opportunities to connect with the sport they love.
For more information on Foot Locker’s initiatives and updates, visit footlocker-inc.com or follow @FootLockerEU on Instagram.
Image credit: Michael Berlfein / Shutterstock.com
