Foot Locker is enlisting Cooper Flagg to tip off the new NBA season with the next chapter of its “Hoops Lives Here” campaign.
At the center of the campaign is a new 30-second spot featuring Dallas Mavericks forward and New Balance athlete behind-the-scenes at Foot Locker. The creative playfully imagines Flagg making himself at home in a Foot Locker store, working alongside the retailer’s Stripers to stock the latest New Balance releases while wearing the Boston-based athletic brand’s signature 950 sneakers.
Brett O’Brien, senior vice president and chief marketing officer at Foot Locker, told FN in the interview that the New Balance 950s are the sole footwear focus of the new creative and are “one of the best examples of how basketball’s influence extends beyond the court.”
But, beyond this new spot, O’Brien noted that Foot Locker is expanding its basketball assortment with New Balance, from the launch of the New Balance Kawhi V this week to the momentum behind the New Balance Maxey 1.
And while New Balance may not be the “obvious” choice when it comes to basketball sneakers, O’Brien added that Foot Locker is “focused on working with brands and athletes who are shaping the future of basketball culture, both on and off the court.”
“New Balance is bringing a fresh perspective to the game, pairing performance with the brand’s distinct style, while Cooper Flagg represents the next generation of basketball,” O’Brien explained. “Together, they were a natural fit for ‘Hoops Lives Here.’ The campaign brings together Cooper’s rising influence, New Balance’s footwear and Foot Locker’s legacy in basketball while keeping sneaker culture authentically at the center.”
As for Flagg, he added in a separate statement that basketball is “everywhere” in his 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,” Flagg said. “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.”
The campaign is part of Foot Locker’s continued investment in basketball, including its most recent deal to partner with Madison Square Garden to become the official athletic footwear retailer of the New York Knicks.
As part of the new deal, Foot Locker will be showcased at all Knicks home games at Madison Square Garden throughout the season. This will be amplified by dedicated retail activation within the Knicks Team Store in Madison Square Garden’s Chase Square, featuring Knicks products during home games and open to the public.
Aside from this partnership, Foot Locker is celebrating the New York Knicks’ ring ceremony on Oct. 20 with a retail experience featuring exclusive footwear and apparel for local fans at 125 W. 33rd Street, near Madison Square Garden.
What’s more, Foot Locker noted that it will continue its longstanding partnership with the NBA, collaborating throughout the season, highlighted by an associate sponsorship of the NBA HBCU Classic at NBA All-Star 2027.
As the 2026–2027 season unfolds, Foot Locker said it will continue to expand “Hoops Lives Here” through athlete storytelling, product launches, partnerships, and cultural moments.
“Since launching ‘Hoops Lives Here’ officially this past May, we’ve seen encouraging consumer response to the stories, products and experiences we’ve brought to life through the platform,” O’Brien added. “We also saw consumers respond strongly to authentic, culturally relevant storytelling, rooted in the culture surrounding the game, especially when it’s delivered in formats that feel natural to the platforms where they’re spending time.”