January 2024 saw the NBA make its Parisian comeback; and with it, an electric face-off between the Brooklyn Nets and the Cleveland Cavaliers. As the NBA's official retail partner, Foot Locker had a vision that extended beyond selling merch, with the aim to translate the NBA's dynamic energy directly into fan-oriented experiences. Leveraging our platform, we set out to amplify our street cred, connecting sneaker culture and basketball enthusiasm with exclusive gear and unforgettable in-store experiences.   

Before the scoreboard even lit up, the week-long event roster already had Paris buzzing. Our flagship Foot Locker store on Champs-Elysées kicked things off on January 9th, with the Cleveland Cavaliers mascot and Darius Garland (the fresh face of New Balance) bringing the energy. Fans shot hoops, vibed to Freddie Gibbs’ beats, and soaked up legendary stories at the panel talk.

January 10th and 11th saw Jordan take over our Foot Locker Les Halles Châtelet store with a customization station, giving fans the opportunity to amplify and redefine their style with a wide range of pieces, from sneakers to apparel. As the ‘Home of Basketball’, we also hosted New Era at our pop-up Foot Locker store over at the legendary NBA House, offering fans the chance to add their individual touches to their game-day looks with embroidered names and initials.

As the Nets faced off against the Cavaliers at the Accor Arena, 15,000 fans immersed themselves in our basketball utopia. Our presence was unmissable, with five retail pop-ups throughout the arena, exciting both basketball and fashion enthusiasts, stocked with a mad array of products, including New Era and Nike merch, branded team hoodies, tees and jerseys; as well as exclusive NBA Paris game items such as the coveted 9FIFTY NBA Paris 2024 snapbacks, keyrings, and shopper bags.

Amidst all the fun at NBA House, we upped the ante with an exclusive meet and greet, giving fans a once-in-a-lifetime opportunity to get up close with NBA royalty Mickaël Piétrus, who catapulted the pop-up store into the limelight, turning the space into a central point for fans to connect with the game, beyond the game itself. 

Adding to the excitement, on January 10^th we celebrated our Foot Locker New Balance collaboration with an intimate gig at Le Sacre, a nightclub in the swanky 2^nd arrondissement of Paris. The night was headlined by Freddie Gibbs, who performed alongside the likes of Prince Waly, Mel V and Livoo.

As the ball dropped on the NBA Paris Game 2024, a celebration of culture thrived throughout the narrow streets, the courts, and in the hearts of those who live and breathe the game day in, day out. By bridging the gap between the NBA and its global community, we’re here to showcase what it truly means to be the 'Home of Basketball', whenever and wherever we are. The final buzzer might have sounded, but for us, this is just the beginning. Game on.

 

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