Foot Locker appoints 72andSunny Amsterdam as EMEA Agency

Foot Locker has named 72andSunny Amsterdam as its EMEA agency of record following a competitive review. The partnership will focus on creating brand-building campaigns to engage younger audiences across European markets.

Foot Locker has been a key player in global sneaker culture for over 50 years. The agency will develop campaigns that tap into local culture and community engagement, reflecting the evolving relationship youth have with sneakers. Hollie Loxley, Managing Director of 72andSunny Amsterdam, will oversee the account, with debut work planned for summer 2026 to coincide with back-to-school shopping.

Reconnecting with youth culture

Slavka Jancikova, VP Marketing, Foot Locker EMEA: "Partnering with 72andSunny Amsterdam marks an exciting new chapter for Foot Locker in EMEA. Today's youth engage with sneaker culture in ways that are more expressive and community‑driven than ever before. To stay relevant, we need creative partners who deeply understand that shift. 72andSunny brings the strategic clarity and cultural insight required to connect authentically with the next generation. Together, we're committed to elevating local stories, celebrating individuality, and re‑energizing what Foot Locker means for Gen-Z across Europe."

Hollie Loxley: "Foot Locker lives at the heart of youth culture across EMEA, and we're excited to help shape what the brand means for the next generation in such a diverse and dynamic region. Being trusted to lead this next chapter speaks to our belief that the strongest brands are built through culture, not just communications. We can't wait to get to work."

Building bridges between culture and personal style

Armando Potter, Head of Strategy, 72andSunny Amsterdam: "There's an interesting tension among this audience. Young people today are proud to be the generation that can fluidly experiment with style without judgement. And yet the pressure of conforming to culture is real. They're caught in between. Foot Locker has the opportunity to be the bridge between sneaker culture and personal taste. 72andSunny is excited to help Foot Locker build that bridge."

www.72andsunny.com

www.footlocker.com

Follow Marketing Report on LinkedIn