For The Culture
WE DO IT FOR THE CULTURE
Basketball has the power to bring communities together. Whether you are an artist, gamer, a freestyler, a content creator, or you play pick-up games in the weekend, the basketball community embraces everyone. At Foot Locker we aim to empower the people, places and institutions enabling them to Raise The Game and elevate their passion for basketball.
This campaign - For the Culture- brings together individuals from across Europe that all have a deep connection to basketball culture, unique to them but each as important as the next…
Find out more below about these five individuals, what they do and why they chose to Raise The Game on their own terms.
“Basketball is not a game, it’s a reflection of life”, Franky Sticks, visual artist, and DJ from Rotterdam, has been heavily involved in his basketball community since a young age. One of his latest works was the refurbishment of the Henegouwerplein court in Rotterdam with Foot Locker and the NBA, where he was able to give back to his neighbourhood, embrace the local basketball community, and showcase his creative passion for the game with an incredible art piece.
Having grown up in Barcelona, Paula Fernandez also uses her sneaker art, as well as her freestyle skills, to stay connected to the local basketball community. She uses the courts as a place to express herself and is where she feels most at home. She wants to create this same feeling for other women and is focused on creating a safe space for women to be empowered to play the game.
When shifting to digital channels, Simone (Rimoldigno) and Reda (Rookicks) create content online for the basketball fanatics. Simon, from Milan, uses basketball as an escape from the ongoing noise of the outside world, connecting with thousands of members worldwide who share the same passion for basketball both on court and online. Reda, from Paris, sees his role as the middleman, connecting basketball sneakers with the basketball communities who are searching for the latest looks to flex on and off the court.
Deric Eze, from London, sees basketball as a way of life. Using his passion for basketball, he plays the role of showing the world what the UK basketball community have to offer. ‘I do it for the love of the game’ he says, wanting to capture the strong emotions and intensity that make basketball what it is.
Although they connect to the game in a matrix of different ways, they are all brought together by their passion for the game. Whether on court or off court, they represent their communities and show us why they do what they do: For the Culture.
