Foot Locker is a global leader in sneaker culture, known for living at the intersection of sport, fashion, and street. With more than 40 years at the forefront of footwear trends, the brand continues to evolve alongside athletes, sneaker collectors, and everyday fans alike.
Secret Weapon Creative partnered with Foot Locker on a series of retail and campaign executions designed to elevate in-store storytelling, reinforce brand authority, and connect with audiences ranging from elite athletes to weekend warriors
THE DESIGN APPROACH
Each Foot Locker campaign required a strong, confident visual language that translated seamlessly across physical retail environments and digital touchpoints.
The design approach focused on bold messaging, graphic impact, and cultural relevance - ensuring every execution felt authentic to sneaker culture while remaining unmistakably Foot Locker.
Two key campaigns exemplify this approach:
House of Hoops and Kicksmas.
HOUSE OF HOOPS
The House of Hoops campaign was created to position Foot Locker staff as experts in their field, reinforcing credibility and deep product knowledge at the point of sale.
This message was communicated consistently across a wide range of applications, including:
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Window displays.
Posters, table mats, and staff aprons designed to establish authority from the storefront inward. -
In-store graphics.
Shopfront pylons, wall inserts, wall panel skins, and bench decals that created a cohesive retail experience. -
Digital executions.
Website homepage visuals and promotional banners that extended the campaign beyond the store.
Every element worked together to create a unified, immersive environment that reinforced expertise, performance, and trust.
KICKSMAS CHRISTMAS
At a time when retail was rapidly shifting toward digital window displays, it was refreshing to design one of the last remaining fully printed promotional campaigns.
For Foot Locker’s Kicksmas Christmas campaign, Secret Weapon Creative illustrated a street-art inspired golden crown, suspended in front of a bold #KingsOfKickmas graffiti backdrop.
The artwork formed part of a complete festive retail suite, including:
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Illustrated street-style posters
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Handwritten shoe tags referencing Christmas carols
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Entrance towers and bench signage
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Shelf talkers and in-store promotional elements
The result was a high-impact, tactile campaign that celebrated sneaker culture with a playful yet premium edge.
THE OUTCOME
Across multiple campaigns, the work for Foot Locker delivered bold, culturally relevant design solutions that elevated the in-store experience while maintaining consistency across physical and digital environments.
From staff-led storytelling to seasonal campaigns, each execution strengthened Foot Locker’s position as a leader in sneaker culture - proving that thoughtful, well-crafted design still plays a vital role in modern retail.
This ongoing collaboration highlights Secret Weapon Creative’s ability to work at scale, adapt across formats, and deliver design that resonates with both global brands and their audiences.
“I’ve worked with Bree over my 20 years in Marketing on an array of design projects, and she is my favourite designer by far. She takes you through a truly effective and engaging briefing process that results in design that, each and every time, surpasses expectation.”
- Jess Dillon, former Director Marketing & VM, Foot Locker Asia Pacific
