Foot Locker Tips Off the Basketball Season with the Next Chapter of "Hoops Lives Here," Featuring Cooper Flagg

The Latest Installment of the Campaign Features NBA Star Cooper Flagg Alongside Foot Locker Stripers

NEW YORK, Oct. 20, 2026 /PRNewswire/ -- Foot Locker is tipping off the 2026–27 NBA season with the next chapter of "Hoops Lives Here," its year-round basketball brand platform celebrating the game and the communities that surround it. Featuring NBA star Cooper Flagg (New Balance), the latest campaign builds on Foot Locker's growing momentum in basketball.

At the center of the campaign is a new 30-second spot featuring Flagg behind the scenes at Foot Locker. The creative playfully imagines Flagg making himself at home in a Foot Locker store, working alongside the brand's iconic Stripers to stock the latest New Balance releases while wearing the new New Balance 950s. The spot builds on Foot Locker's deep connection to basketball culture, reinforcing the brand as more than a destination for the latest sneakers, but a place where the energy and culture of the game come to life. The campaign will roll out across broadcast, social, digital, out-of-home, and in-store.

"For me, basketball is everywhere in my life. Whether I'm playing, training, watching games or just spending time with people who love the sport, I'm always connected to it in some way," said Cooper Flagg. "That's what I love about Foot Locker's 'Hoops Lives Here' campaign. It celebrates all the different ways basketball is part of our everyday lives and brings together those who share a passion for the game."

"Foot Locker has always been the home for basketball, connecting fans to the athletes, products and culture that define the game," said Brett O'Brien, SVP, Chief Marketing Officer at Foot Locker. "As we tip off a new NBA season, we're proud to partner with New Balance on this new chapter of 'Hoops Lives Here,' bringing fans closer to the game through product, storytelling and experiences. Cooper represents the next generation of basketball, making him a natural fit as we continue to celebrate the sport and its influence far beyond the court."

The campaign is part of Foot Locker's continued investment in basketball, including:

• Rings 'N' Things: Timed to NBA Tip-Off, Foot Locker will celebrate the New York Knicks' ring ceremony with a retail experience featuring exclusive footwear and apparel for local fans at 125 W. 33rd Street, near Madison Square Garden. The experience will be open to the public for one day only.
• New York Knicks Partnership: Foot Locker recently announced a partnership with the New York Knicks, creating new opportunities for fans to engage with the game, discover great product, and celebrate New York basketball.
• Premier Basketball Assortment: Throughout the season, Foot Locker will offer the latest signature basketball footwear and apparel, spanning on-court performance and off-court style.
• Official Marketing Partner of the NBA: Foot Locker and the NBA will continue their longstanding partnership, collaborating throughout the NBA Season, highlighted by an Associate Sponsorship of the NBA HBCU Classic at NBA All-Star 2027.

As the 2026–27 season unfolds, Foot Locker will continue to expand "Hoops Lives Here" through athlete storytelling, product launches, partnerships, and cultural moments, bringing fans closer to the game throughout the year.

For campaign updates, follow Foot Locker on social media @footlocker or visit Foot Locker.com.

Foot Locker Media Relations
Dana Yacyk, VP, Communications
[email protected] 

About Foot Locker
Foot Locker is a leading footwear and apparel retailer. With a global presence across North America, Europe, Asia, Australia, and New Zealand, and a licensed store presence in Europe, the Middle East and Asia, Foot Locker has a strong history of sneaker authority that sparks discovery and ignites the power of sneaker culture.

SOURCE Foot Locker, Inc.