Foot Locker will stage its most ambitious NBA All-Star activation to date in downtown Los Angeles, transforming the L.A. LIVE sports and entertainment complex into a multi-day destination that connects basketball culture with exclusive product launches and community programming Feb. 12-15.
The retailer’s “Foot Locker Takeover” marks its third consecutive year as an NBA All-Star partner, expanding its footprint with distinct brand zones for Nike, Jordan Brand, Converse, adidas, Puma, Crocs, and New Era. The activation aims to strengthen Foot Locker’s position as the primary destination for basketball footwear and culture at a moment when the category faces intensifying competition from direct-to-consumer channels and specialty retailers.
Product strategy and exclusive releases
Foot Locker’s product lineup centers on highly anticipated Jordan Brand releases, including the Jordan Retro 4 Lakeshow, Jordan Retro 5 Wolf Grey, Jordan Retro 6 Infrared, and Converse SHAI 001. Nike Basketball releases will feature innovation and storytelling from Nike’s signature athlete roster.
Additional limited releases from adidas and Puma are planned throughout the weekend. For Foot Locker, Jordan Brand remains a traffic driver, while the retailer expands its multi-brand strategy to include emerging basketball signatures like the Anthony Edwards and LaMelo Ball lines.
Brand partnerships and athlete appearances
The activation features appearances from Boston Celtics forward Jayson Tatum (New Era), former NBA player Lonzo Ball (Crocs), and athletes from Nike, Jordan Brand, and adidas rosters. The marquee space includes a full-size basketball court for “The Clinic” programming, hosting athlete appearances, daily sessions, skills challenges, and drills. FLX Rewards members can enter sweepstakes for exclusive experiences at FootLocker.com.
Activation spans convention center, retail locations, and local neighborhoods
The activation extends beyond the L.A. LIVE complex up to the Los Angeles Convention Center at NBA Crossover, nearby Foot Locker stores, and local neighborhoods with mural art and experiences. There, Kids Foot Locker will pop up to showcase the latest Nike x LEGO Collection.
