New Rules

Foot Locker is a leading retailer for sneakers and streetwear, with over 3,000 locations globally. While the Men’s & Kid’s businesses have continued to thrive, the U.S. Women’s business was lacking the ability to connect with women that deeply love sneaker culture. It was time to rewrite the rules. Our work began with the dazzle camouflage ships of World War I. These ships used dynamic patterns intended–not to conceal–but to make them difficult to pin-point; a visual metaphor we found very fitting for our female sneakerheads. We remixed the iconic footlocker stripes to create a dynamic visual language, undefined, and never recognizable.