Foot Locker Europe launches TNO collab

By

Sandra Halliday

Published
Jun 15, 2021

Foot Locker Europe is teaming up with media brand Highsnobiety for a series of collaborations with creatives and brands across Europe.

They’ll be reimagining the Foot Locker ‘Striper’ Jersey that the retailer’s store staff have worn for more than 20 years (with little change in the design during that time).

The aim is to “elevate and celebrate local sneaker and streetwear brands” while also giving the jersey a new lease of life. All of the looks and up-and-coming local designers will be spotlighted on Foot Locker’s social channels.

The first collab launched on Wednesday with five-year-old Amsterdam-based clothing brand The New Originals (TNO). 

TNO’s vision of the jersey “takes its inspiration from the brand’s signature colourful and playful visuals and includes TNO’s mascot, Freddy”. The launch comprises only 130 pieces on sale in Foot Locker stores in The Netherlands as well as online across Europe.

Part of the promotion for the launch includes “a unique in-store experience at the Foot Locker Kalverstraat store”. TNO has taken over the store, starting from the shop window that features 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 VM for the jerseys themselves include a rotating hanger where customers can find a QR code that sends them to The New Originals story hub to find more information on the brand and how it started.