Foot Locker in Europe today launches its holiday campaign, featuring three leading talents from the UK, Italy and France who are each giving back to their respective communities throughout December.
Working with Not3s, Priestess and Red Star FC, the campaign focuses on the true spirit of the season, supporting communities around Europe through the eyes of young cultural creators.
Whether it’s joy, love, hope, unity, kindness, peace, giving or gratitude, the featured talent each chose a value that resonates with them and were tasked with showcasing what this personally means to them. In collaboration with Foot Locker, they then brought each of their ideas to life to give back to youth culture in unique and meaningful ways.
In the Spirit of Unity, Not3s visited a youth centre in his hometown of East London and created a mini studio for local kids. Youth centres played an important role in Not3s’ upbringing, so he felt passionately about showing love to the next generation and demonstrating the importance of not giving up. Not3s spent the day teaching aspiring young musicians his craft by helping them write lyrics and create beats and the final track will be uploaded to a music streaming platform.
Focusing on the Spirit of Gratitude, Italian urban artist, Priestess, created a sample package for emerging rap and trap artists to use in their music, in honour of the help she received when she was first starting out. Priestess relied on connecting with other artists on the internet and sampling tracks when she was trying break into the industry, so she wanted to return the favour and remix one of her tracks for aspiring artists to sample in their music. The sample pack will be available for the public to download on Foot Locker’s social channels.
Meanwhile, Parisian football team, Red Star FC, brought to life the Spirit of Hope. Led by volunteers, the club’s ‘Red Star Lab’ initiative was created 10 years ago to help develop young Red Star players in more ways than just football – and for this campaign, the team led local youth on a foray into photography, hosted by Monsieur Bonheur, known for shooting the suburbs of Paris, which will culminate in a showcase of the works at the club for their last home game of the season on December 13.
Always a platform for emerging talents and creatives to showcase their work, Foot Locker has also partnered with visual artists across Europe to highlight local artwork within its stores this holiday season. Notable illustrators such as Franky Sticks, Tim Easley and Elzeline Kooy have interpreted the holiday values as striking artworks. Prints will also be made into limited-edition tote bags, available to purchase in selected stores.