Foot Locker is here. Then. Now. Always.
Foot Locker EMEA debuts Then. Now. Always. brand anthem from 72andSunny Amsterdam.
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Foot Locker EMEA have launched Then. Now. Always. a new campaign film underscoring the brand’s heritage and legacy at the forefront of sneaker culture.
Created by 72andSunny Amsterdam, Then. Now. Always. takes viewers on an authentic, nostalgic journey through the continent's most defining style eras. From Air Jordans in the 80s, adidas Stan Smith’s in the 00s, to today’s favorites On and Asics, sneakers are the muse of the vintage-style film as Foot Locker underscores its place at the center of sneaker culture’s global evolution. Foot Locker has continued to move between performance and lifestyle, connecting landmark releases with the communities that gave them relevance. From basketball and hip-hop to nightlife and fashion, the brand has remained present as sneakers moved from specialist sportswear to a central part of cultural identity.
Then. Now. Always. brings those connections together in one statement: trends change, styles evolve and new movements emerge, but Foot Locker is there.
Credits
View on- Agency 72andSunny/Amsterdam
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- Director Saman Aminzadeh
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Credits
View on- Agency 72andSunny/Amsterdam
- Director Saman Aminzadeh
- Voiceover Goldie
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency 72andSunny/Amsterdam
- Director Saman Aminzadeh
- Voiceover Goldie
Then. Now. Always. marks the beginning of a new creative chapter for Foot Locker across EMEA. Appointed as the retailer's EMEA agency of record earlier this year, 72andSunny Amsterdam is partnering with the brand to build long-term relevance with the next generation of sneaker enthusiasts – creating brand-building work that honours Foot Locker's heritage while connecting with today's more expressive, community-driven youth culture. Rooted in the brand's longstanding commitment to championing local communities and culture, the campaign establishes the creative direction for the partnership moving forward.
"From the beginning, our partnership with Foot Locker has been rooted in a shared belief: that the strongest brands earn relevance by showing up authentically in culture. Then. Now. Always. is the first expression of that vision,” says Hollie Loxley, Managing Director, 72andSunny Amsterdam. “It celebrates Foot Locker's incredible legacy while creating space for a new generation to see themselves in the brand. We're excited to be building this next chapter together."
“A favourite pair of trainers is never just a shoe. Ask anyone about theirs and you’ll get a memory back: a first day, a first win, a first night out,” adds Slavka Jancikova, VP Marketing EMEA, Foot Locker. “This film is our way of saying we were there for those moments, alongside the people and communities who lived them. A new generation is already writing their own version of that story, and we’re right there with them.”
