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Foot Locker Europe Announces Latest Collaboration with Amsterdam's The New Originals

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Foot Locker and Highsnobiety new platform invites up-and-coming streetwear designers to re-imagine the iconic ‘striper’ uniform

Foot Locker Europe Announces Latest Collaboration with Amsterdam's The New Originals

Foot Locker Europe announced today they will be teaming up with Highsnobiety for a series of collaborations with creatives and brands across Europe, to re-imagine the iconic Foot Locker ‘Striper’ Jersey. The ‘Striper’ uniform donned by Foot Locker employees globally for more than 20 years has seen minimal adjustments throughout that time – specifically to its cut and black and white colour scheme – but this effort promises to put a new spin on an old classic and elevate and celebrate local sneaker and streetwear brands. All of the looks and up-and-coming local designers will also be spotlighted on Foot Locker’s social channels.

The first collaboration, launching on 16th June, is with Amsterdam-based clothing brand The New Originals (TNO). Having recently celebrated its 5th anniversary, The New Originals is renowned for making durable performance clothing for creatives, those ‘thinking outside the box’. The brand is deeply rooted in Amsterdam’s cultural landscape, grounded in its many components and disciplines such as art, music, fashion, nightlife, and other areas of creative expression.

The New Originals’ vision of the Foot Locker jersey takes its inspiration from the brand’s signature colourful and playful visuals and includes TNO’s mascot, Freddy. Customers who want to get their hands on one of the exclusive TNO x Foot Locker jerseys will need to move fast, as there are only 130 pieces available, on sale in Foot Locker stores in The Netherlands as well as online across Europe from Wednesday 16th June.

A spokesperson from The New Originals, said: “Foot Locker has always been a staple to us. When we were kids we always dreamt of getting a pair of shoes at the Kalverstraat store. But our moms were never able to take us shoe shopping. Coming from that, we’re more than excited to have this collaboration happen.”

To mark the launch of the jersey, the Amsterdam community will be able to access a unique in-store experience at the Foot Locker Kalverstraat store. The New Originals will take over the store, starting from the shop window where customers will be able to spot a boombox with spinning speakers. These are inspired by TNO Soundsystem a musical collective that focuses on giving visibility to artists who want to make a statement, as well as nodding to the Jamaican tradition of makeshift sound systems, littered with colourful vinyl and finishing with the unmissable Freddy, the mascot.

The jerseys created for the collaboration will be displayed in a rotating hanger where customers will also find a QR code that will send them to The New Original story hub to find more information on the brand and how it started. At the end of their journey, visitors will also be able to ‘meet’ Freddy, TNO’s mascot. Throughout their store experience, people will find further QR codes linking to a customised TNO Soundsystem Spotify playlist, to a TNO webpage sharing more information about the brand’s 5th anniversary, and to Freddy the mascot’s IG page.

Carmen Seman, vice president of marketing for Foot Locker in Europe, said: “We’re very excited to continue our mission supporting young brands and the creativity of young people across Europe. Our partnership with Highsnobiety – who share our passion for the hottest up and coming urban fashion and culture – provides a great platform to shine a light on these talents.”

“What better way to bring these brands into the Foot Locker family than by allowing them to redesign our iconic striper jersey – worn by Foot Locker staff around the world – to create limited edition runs available for our customers to buy.” 

“We are delighted to kick things off with such a unique and creative brand as The New Originals and we can’t want to continue the series with other European upcoming brands in the months to come.”

The New Originals limited edition stripers’ jersey will be available to purchase both online on Foot Locker’s EU store and in selected stores across the Netherlands from Wednesday 16th June.


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Categories: Shoes, Clothing and Fashion

M&C Saatchi Talk, Tue, 15 Jun 2021 12:30:33 GMT