Foot Locker Gears Up To Take Over Paris In Celebration of the Olympic Games

To celebrate this year’s Summer of Sports, Foot Locker has announced a series of immersive activations and programs in Paris honoring the Olympic Games.

Blurring the lines between the physical and digital space, the global retailer introduces “The HeARt Experience” — its innovative AR initiative that boasts 10 immersive experiences across nine stores in the city.

Available to unlock through QR codes located near Foot Locker stores from July 26, the streets will be transformed into a unique digital adventure where participants can access challenges and earn interactive XPoints — part of its free-to-join loyalty program that enhances the consumer journey for members — to redeem online and in-store on a variety of products.

Bringing the Summer of Sports excitement to the physical realm, the retailer has also teamed up with its key brand partners to host a range of IRL activations to keep the momentum going during the games.

From today until August 11, Foot Locker’s Barbés store has been taken over exclusively by Jordan Brand. As well as the latest Jordan products, the retailer has also teamed up with the brand’s District 23 creative concept to launch a community hub centered around basketball to include a coaching clinic for aspiring ballers and a 3on3 tournament as part of Foot Locker’s Summer Jam program that is set to hit key cities in Europe this summer.

Running for two weeks from July 26, the first floor of the Le Marais store in Paris will be reworked into the ultimate retail experience that sees sneaker culture brought to the forefront. From DJ sets to gamification moments, the retailer has also united with adidas to host an in-store meet and greet with video creator and artist Theodort on July 30.

Elsewhere, taking place at Foot Locker stores in Grande Place in Lille on August 3-4 and Saint-Ferreol in Marseille on August 10-11, customers will be able to get involved in a selection of sneaker games inspired by the Olympics to be in with a chance to win big prizes and giveaways.

In partnership with New Balance, Foot Locker enlists four creatives in the contemporary culture space to host a variety of workshops across its Paris-based stores every weekend throughout the Olympics. A basketball program in Bastille on July 27-28; a stylism workshop in Beaugrenelle on August 3-4; and finally, a music program in Rivoli and a wellness event in Le Marais on August 10-11.

Over two weekends: July 27-28 and August 3-4, the Chatelet Les Halles store will be home to an exclusive adidas flower delivery service. With each purchase of the brand’s latest SL 72 sneaker, customers will be given the opportunity to either keep a vibrant victory bouquet or have one hand-delivered to a person of their choice within the Paris area as well as be entered into a raffle with a chance to win a custom Foot Locker x adidas e-bike.

Teaming up with Nike on its flagship Champs-Élysees store, with every pair of Nike Air Max Dn purchased, customers will also receive a free customized shoe label as well as personalize the sneakers with bespoke labels on August 3-4.

On the same weekend, the pair will also be hosting a pop-up in a local Parisian neighborhood — serving street food staples and opening up meaningful conversations to celebrate the Foot Locker exclusive Dn — with more details to be announced soon.

Accompanying the jam-packed activations, the retailer has launched its latest Summer of Sports campaign spotlighting boundary-pushing European creatives. Fronted by Italian fashion content creators Riccardo Gori and Farid Chaher, and France-based stylist Safya, the visuals are set against the backdrop of iconic landmarks synonymous with Paris.

To stay updated on Foot Locker’s full Olympic Games programming, visit the retailer’s website and Instagram now.