Foot Locker has been around for a lot of sneaker history, and its latest campaign puts more than 50 years of it into one two-minute commercial. Called “It Will Always Be Foot Locker,” the spot jumps through different generations of sneakers, athletes, and memorable moments along the way.
Stan Smith opens things up with the adidas shoe that still carries his name today. Not long after, the commercial moves into basketball, showing Moses Malone alongside the white-and-red Nike Air Force 1 before heading deeper into the sport’s sneaker history.
Michael Jordan’s arrival in 1985 is included, as is Dee Brown pumping up his Reeboks before the 1991 NBA Slam Dunk Contest. Vince Carter, Allen Iverson, and LeBron James appear later, bringing the timeline closer to today. Caitlin Clark also gets some screen time alongside her upcoming signature sneaker.
Watching everything play out back to back shows just how different sneaker culture looks now. Shoes that started on basketball courts became part of everyday style, while signature sneaker deals helped athletes build names far beyond their respective sports. Even buying a pair has changed. What once meant heading to the mall can now involve apps, online launches, raffles, and plenty of waiting.
Foot Locker has been there through most of those changes, which is really the point of the campaign. Anyone who has followed sneakers for years will probably recognize quite a few scenes, while newer fans get a quick look at some of the people and shoes that came before them.
Watch Foot Locker’s full “It Will Always Be Foot Locker” campaign below.
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