Foot Locker Europe is redesigning the “Striper” jersey worn by clerks at its stores. To this end it has hired Highsnobiety, which provides what it calls audience insight, category analysis, brand strategy, go-to-market planning and integrated campaigns. This media company is in turn hiring “local sneaker and streetwear brands” to handle design. The first collaboration, with a five-year-old clothing brand in Amsterdam called The New Originals (TNO), has resulted in 130 jerseys, to be sold in Foot Locker stores in The Netherlands and online elsewhere in Europe. TNO has in fact redecorated the store in Kalverstraat, placing a boombox with spinning speakers in the shop.

Foot Locker - TNO