Foot Locker’s latest apparel drop was inspired by a love of the game.
On Thursday, the national retailer announced the launch of a basketball-themed collaborative capsule collection designed by its new women’s business creative director, Melody Ehsani. The line represents the first of several releases slated to take place throughout 2021.
Ehsani, who is the founder of ME., a women’s streetwear brand specializing in clothing, footwear and accessories, leaned on her design background and appreciation for sport in creating the line.
“Melody’s partnership and her vision to empower women through streetwear and sports truly reflects the brand,” Patricia Respress, vice president and division merchandising manager for women’s footwear and apparel at Foot Locker, said in a statement. “As Creative Director, Melody has been extremely insightful, empowering and collaborative,” she added, noting that Ehsani brings a fresh perspective to the women’s business, opening up “additional lanes of opportunity” to reach female shoppers.
The collection, which Ehsani dubbed “No More Next,” will be available on June 10, and features streetwear staples and accessories ranging from T-shirts to sports bras, biker shorts, tracksuits, fleece crewneck sweatshirts, socks and shoelaces. Inspired by colors and patterns found in nature, the line features a thermal motif inspired by temperature imaging. According to Foot Locker, 70 percent of the capsule is gender-neutral and size inclusive, with all pieces featured in sizes XS-2X. The line will be available through the retailer’s website and at Foot Locker locations across North America, Europe and Asia, the company said.
“Our focus is always about elevating consciousness and cultivating empowerment,” Ehsani said of her new line. “’Stop waiting to be who you already are,’ is one of our mottos,” she added, stating her belief that “Inhabiting your whole entire self at all times is key to moving through the world.”
To expand the collection’s accessibility and drum up excitement around the launch, Foot Locker plans to host a popup shop at a yet-to-be-determined shopping destination in the U.S. To determine the venue, the retailer will host a digital crowd-sourcing event to solicit consumer feedback. The city that demonstrates the most enthusiasm for the No More Next collection will have the chance to see and shop the collection a week before the capsule’s global launch.
The community-building effort will debut at a YouTube-hosted virtual festival on June 5, the company added. The event, called “No More Next, We are Here,” aims to inspire watchers through a Q&A with Ehsani and conversations with Chicago streetwear designer Don Crawley and former American basketball star and sports broadcaster Renee Montgomery. Two giveaways will be held, according to the program’s agenda.