Summer Jam Wrap Up

The feeling of nostalgia and the yearn for the endlessness of summer has been successfully encapsulated in Foot Locker’s latest ‘Summer Jam’ basketball campaign. 

Over the warm summer of 2022, Foot Locker has run a jam-packed schedule, hopping from city to city, to celebrate people and communities coming back together, all in the name of basketball. After two years of keeping our distances from each other, ‘Summer Jam’ is here to encourage and bring back that community competitive spirit right in the heart of London, Milan, Barcelona, Rotterdam, and Paris.  The campaign not only looks at basketball specifically, but all the cultural bits that make the game great through an iconic 90’s nostalgic lense, leaving this campaign teeming with that feel-good summer vibe.

With a Foot Locker hoop-on-the-boot decked out 'jam van’ working its way through Europe; and posting up to NBA clinics and localised tournaments, it’s hard to miss – especially when it comes with a DJ, ice-cream machine, customised tees and merch giveaways.

To round off another successful summer, was the unveiling of a new basketball court in Rotterdam in September through ‘Raise the Game’; the Foot Locker-funded initiative to support basketball in the streets and invite players from all walks of life to come together and play. But it wouldn’t be Foot Locker without a fun twist, and so with these court refurbishments come a graffiti court revamp in collaboration with local artists to bring life – and colour – back to these courts and make them a must-see part of the city. 

The Rotterdam opening follows a series of openings in cities where basketball has a stronghold within the local city culture. Foot Locker maintains a relationship between NBA and local communities to set up programmes in each city; varying from six-week long clinics in Milan, to tournaments with the Sons of Jemmapes in Paris. Keeping the ball rolling, were also tournament weekends in London and Barcelona. This extensive schedule left little reason for some of the city's sickest and most enthusiastic players to stay home, and to come down and show off both the dunks on their feet, and their dunks on the streets; all while enjoying that quintessential European summer sunshine.

As the summer comes to an end and the temperature cools down, we’re already looking forward to seeing what Foot Locker holds in store for the next year.