Foot Locker kicks off collaboration-run with exclusive The New Originals jersey
Foot Locker Europe has unveiled the first in a series of re-imagined looks for the iconic black and white ‘Striper’ Jersey, which has donned by Foot Locker employees globally for more than 20 years.
The move, part of a tie up with Highsnobiety, will see it partner up with young creatives across Europe over the summer.
Launched today, the first collaboration is with Amsterdam-based clothing brand The New Originals (TNO).
Established in 2015, the TNO brand has become renowned for its durable performance-clothing for creatives and deep rooting in Amsterdam’s cultural landscape.
Just 130 of the exclusive TNO x Foot Locker jerseys have been created and are on sale now in Foot Locker stores in The Netherlands as well as online across Europe.
The limited-edition jerseys have been inspired by TNO’s signature playful visuals and brand mascot Freddy.
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.”
Foot Locker’s Kalverstraat store in Amsterdam will also offer shoppers a unique in-store experience to mark the launch of the jersey.
The New Originals will take over the store, with a range of eye-catching installations including spinning speakers and the brand’s mascot Freddy.
The jerseys will be displayed on a rotating hanger where customers can scan a QR code to discover more information on the brand in a dedicated The New Original story hub.
Further QR codes linked to a customised TNO Soundsystem, Spotify playlist, TNO webpage and Freddy’s IG page, will also be displayed throughout the store.
Foot Locker Europe vice president of marketing Carmen Seman 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.”