Raising the game across Europe
From retail to real roots: investing in the future of grassroots basketball across Europe.
THE CHALLENGE
For a global retailer, staying connected to the raw energy of grassroots sport requires constant presence. Foot Locker wanted to deepen its cultural roots across five European cities, moving beyond the shop floor to become a genuine partner to the courts, teams, and local creators who keep basketball alive in key urban centres.
Five key European cities activated through local hubs
16% increase in brand affinity across grassroots communities
Permanent cultural infrastructure via court and team investments
THE CULTURAL TRUTH
Basketball is one of Europe’s most played yet underfunded sports. For a brand to be accepted, it has to contribute more than it consumes. We identified that the next generation isn’t looking for sponsors; they are looking for partners who will invest in their physical spaces and their long-term potential.
THE CO-CREATION
We built the Raise the Game platform, a strategic framework that allowed local communities in London, Paris, Barcelona, Milan and Amsterdam to lead the narrative. From refurbishing iconic local courts to sponsoring grassroots teams and providing kit, we treated community champions as co-authors of the brand's local identity. We hosted community tournaments and workshops led by local creators, ensuring that every city had a bespoke approach that reflected its specific neighbourhood culture. This wasn't a top-down corporate rollout; it was a localised investment strategy designed to empower the people who actually play the game.
THE IMPACT
We delivered a 16% increase in the belief that Foot Locker plays a positive role in basketball culture. The courts we refurbished have become permanent cultural anchors in their respective cities, providing a safe space for play and community gathering long after the campaign ended. We proved that when you move from retail to community utility, you don't just win transactions; you win a seat at the table of youth culture.
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