Foot Locker puts employees front and center in its holiday campaign
Foot Locker's seasonal campaign, called "Joy to the Sole," is indicative of the company's new marketing direction as it looks to spur growth.
Foot Locker has shifted its holiday marketing focus from celebrity endorsements to its own employees. The retailer's new campaign, dubbed "Joy to the Sole," debuted on November 6 and puts its head of stores, George Jenkins, and its store associates, called Stripers, front and center. The 60-second ad titled "The Holiday Studio" features Jenkins alongside Stripers showcasing popular styles such as the Nike Air Force 1, Ugg Tasman II, and Asics Gel-1130.
This campaign builds upon Foot Locker's "It Always Will Be Foot Locker" platform and will be distributed across social media, television, digital platforms, and in-store displays. Jenkins, a 33-year veteran of the company, became a Striper immediately after college and described his appearance in his first Foot Locker holiday campaign as a "surreal" moment, noting it as a "full-circle" experience. He is also the first store leader to star in a Foot Locker holiday ad.
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