Foot Locker, Inc. (NYSE: FL) has announced its highly anticipated return to NBA All-Star 2025 in the San Francisco Bay Area, bringing back its dynamic multi-brand activation for a second consecutive year. The two-story experience at 150 Powell Street in San Francisco’s Union Square will celebrate basketball culture with exclusive sneaker drops, NBA player appearances, interactive games, and product customization.
“Foot Locker’s powerful return to NBA All-Star 2025 unites the best of basketball under one roof,” said Frank Bracken, EVP & Chief Commercial Officer at Foot Locker, Inc. “We are reinforcing our position as the heart of basketball and sneaker culture, igniting San Francisco with unmatched energy and excitement. Our multi-brand, weekend-long activation is a testament to our relentless dedication to delivering a world-class experience for athletes, basketball fans, sneaker enthusiasts, and the local community alike.”
Fans can expect immersive activations from top brands like Nike, Jordan Brand, adidas, PUMA, Converse, Crocs, and New Era Cap. Highlighted product releases include the Nike Kobe VI “ASW,” Jordan Retro 12 Flu Game, adidas Anthony Edwards 1 Mid in a new colorway, and the PUMA MB TMNT Collection pack. The event will also feature The Clinic, an interactive LED basketball court offering daily programming, skills challenges, and appearances from top athletes.
Foot Locker’s experience will run from February 13 to 16, offering exclusive moments with NBA superstars such as Anthony Edwards, Shai Gilgeous-Alexander, Jayson Tatum, Trae Young, LaMelo Ball, and surprise Nike guests. Fans can participate in sweepstakes for a chance to attend NBA events, win custom merchandise, and access special giveaways.
“We’re raising the bar at NBA All-Star 2025, arriving bigger and better to deepen our connection with our core consumers through an elevated, multi-brand experience,” said Kim Waldmann, SVP & Chief Customer Officer of Foot Locker, Inc. “Throughout the weekend, we’re bringing the Heart of Sneakers to life with the hottest product drops, top talent appearances, can’t-miss giveaways, and much more – truly one-of-a-kind experiences as dynamic as the game of basketball itself.”
In addition to the retail and activation space, Foot Locker will continue its commitment to the community as an associate partner of the 2025 NBA HBCU Classic Presented by AT&T, featuring Morehouse College versus Tuskegee University. The Foot Locker Foundation will donate $25,000 to each school as part of its ongoing support for HBCU programs.
Brand activations will include Nike’s surprise locker giveaway, Jordan Brand’s “Unbannable Air” vertical jump challenge, adidas’ polygraph test experience, PUMA’s Teenage Mutant Ninja Turtle lair, and a Converse Chuck Taylor customization bar. With an electrifying atmosphere and unique fan experiences, Foot Locker’s NBA All-Star 2025 activation promises to be a must-visit destination for sneaker and basketball enthusiasts alike.
