Foot Locker has continued to deepen its connection with the basketball community, recently announcing an exciting new partnership with the Women’s National Basketball League (WNBL).
B&T sat down with Foot Locker’s senior director of marketing for Asia Pacific, Brendan Graham to unpack what he called “a natural extension of our global basketball footprint”.
Basketball has always been at the heart of Foot Locker’s brand, and, according to Graham, this new collaboration with the WNBL offers a meaningful way to invest in Australia’s thriving basketball scene, particularly women’s basketball while deepening customer connections.
“A core element of Foot Locker’s global strategy, known as our “Lace Up Plan,” is a focus on deepening customer connections. Basketball players and fans are a key segment of Foot Locker’s customer base, and this partnership is designed to go beyond a transactional sponsorship. We aim to genuinely contribute to the basketball communities we engage with, whether it’s through supporting local leagues, providing unique fan experiences, or offering products that elevate athletes on and off-court games. The WNBL partnership strengthens this alignment by ensuring that we are authentically integrated into the local basketball culture in Australia and New Zealand,” Graham said.
The partnership with the WNBL goes beyond transactional sponsorship. As the league’s popularity and visibility continue to grow, Foot Locker sees an opportunity to leverage this momentum by fostering stronger connections with players, fans, and local communities.
“The WNBL provides significant reach and visibility for Foot Locker, and the media value of this partnership alone offers a solid return on investment. However, our vision goes beyond that. This partnership allows us to foster deeper connections with players, fans, and local basketball communities. We’re excited to enhance their basketball experience through collaborative initiatives that bring fans closer to the game and the athletes, ensuring that our involvement truly adds value to the sport”.
Enhancing Inclusivity in Sports
A core pillar of Foot Locker’s mission is to promote diversity and inclusivity in sports, and this partnership plays a critical role in advancing that goal.
“Foot Locker’s commitment to diversity, inclusion, and respect is embedded within our company culture across all levels of the organisation. We aim to reflect this same commitment in our marketing activities, and our ongoing brand platform, “The Heart of Sneakers,” embodies this ethos. Making a meaningful investment in women’s basketball through our partnership with the WNBL is a powerful way to support inclusivity in sport. By championing the elite women’s game, we are taking concrete steps to promote diversity in the basketball community,” Graham explained.
Foot Locker will highlight WNBL athletes through its extensive in-store and digital channels, helping connect them with broader audiences. This effort extends beyond elite basketball and integrates with Foot Locker’s ongoing grassroots initiatives, which foster development at every level of the sport.
Supporting Grassroots and Elite Basketball
Foot Locker has been a prominent supporter of grassroots basketball in Australia for many years, and the partnership with the WNBL complements and enhances its broader involvement. Graham explains how the company is already heavily invested in basketball development:
“Foot Locker is proud to maintain longstanding partnerships that support basketball pathways across Australia. These include collaborations with key events such as the Australian Junior Championships, Schools Championships, U18 Club Championships, the globally recognised streetball event Summer Jam, as well as NBL1, the NBL, and the Australian Boomers,” Graham explained. “At these events, we aim to make meaningful contributions to the sport. For example, in partnership with Basketball Australia, we introduced the Defensive Player of the Tournament Award at all national junior tournaments. This award highlights players who may not always be recognised on the stat sheet but play a crucial role in defence, aligning with Australia’s unique style of play”.
“We also provide exclusive access to some of the game’s top talent. Earlier this month, former NBA player Carmelo Anthony made store visits and appeared at the U18 National Club Championships on behalf of Foot Locker. Additionally, key figures like Sandy Brondello, Australia’s National Women’s Coach and current WNBA Coach for the New York Liberty, have shared their insights at past junior tournaments”.
“Our grassroots involvement is focused on fostering the next generation of talent and ensuring basketball thrives at all levels in Australia,” said Graham.
Foot Locker’s partnership with the WNBL represents more than just a short-term investment—it’s a key piece of the company’s long-term strategy in the Australian sports market. “Our long-term goal is to remain a leader in the basketball market while diversifying both our consumer base and product offerings,” Graham said. The WNBL partnership will help Foot Locker reach new audiences, engage with diverse fan groups, and continue championing women in sports.
