Foot Locker division Footaction kicked off a multi-year partnership with artist and entrepreneur B. Simone this week.
Footaction said its collaboration with B. Simone was born out of its commitment to amplify its head-to-toe offering for women. Through the partnership, it said it will launch exclusive product collections, activations and ongoing content franchises for women.
“Footaction is focused on supporting Black entrepreneurs, and we are excited to partner with B. Simone on her journey to inspire her fans,” Patrick Walsh, vice president and general manager of Footaction, said in a statement. “During a time of uncertainty for youth, she is the embodiment of persevering through life’s challenges and manifesting your dreams.”
Footaction describes itself as “a lifestyle retailer dedicated to celebrating and championing cultural pride through product, advocacy and community engagement.” It belongs to Foot Locker’s portfolio of brands, which also includes Lady Foot Locker, Kids Foot Locker, Champs Sports, Eastbay, Runners Point and Sidestep.
The inaugural capsule, inspired by the on-the-go female, features black tees, hoodies, crewnecks, joggers and leggings with colorful gradient graphics paying homage to the Wild ‘n Out star’s “Babygirls”—what she calls her fans and followers—and her birth year, 1990. “Whether it’s cozy loungewear looks or even a night out, the items in this pack are versatile and can be worn throughout the day and night,” the lifestyle retailer said.
Footaction’s full B. Simone collection ranges from $30-$65 and is available in sizes XS-3XL. It is available online and in select Footaction stores nationwide.
“I shopped at Footaction in high school and I still find some of my favorite pieces here today,” B. Simone said in a statement. “This capsule is for my ‘Babygirls’ to feel comfortable no matter what the day holds.”
Footaction’s partnership with B. Simone is one of many celebrity collaborations announced in recent weeks. October alone saw Kendall and Kylie Jenner’s apparel brand collaborate with Amazon, former Destiny’s Child member Kelly Rowland team up with online membership shopping platform JustFab, and Justin Bieber join forces with Crocs.