Foot Locker doubles down on long-form content with new brand film

Foot Locker is betting on long-form storytelling as it rolls out its new brand platform, 'It Will Always Be Foot Locker.' The centerpiece is a two-minute film released Aug. 7, narrated by rapper and actor Method Man.

The video chronicles major milestones in sneaker and pop-culture history, including the debut of the red-and-black Air Jordan 1, and weaves in archival footage and vintage commercials from the retailer's 52-year heritage.

Brett O'Brien, Foot Locker's chief marketing officer, said the company is looking to produce more long-form content, an area it has not emphasized recently. The campaign will also extend to broadcast, social media, digital, out-of-home and in-store channels.

O'Brien said the strategy is aimed at speaking directly to dedicated sneaker enthusiasts first, then transitioning to shorter content to attract a wider audience. The effort is not intended as an awareness play but rather to reinforce Foot Locker's standing in sneaker and basketball culture and highlight what differentiates it as the turnaround continues.