Footlocker

From The Hub With Love

When national retailers enter culturally rich neighborhoods, they often show up as outsiders. Compton isn’t just a location, it’s identity, pride, and legacy. The challenge was opening a store in a way that felt rooted in the community, not placed on top of it.

Deliverables:

Apparel Design Creative Direction Retail Activation

Apparel Design Creative Direction Retail Activation

Client:

Footlocker

Footlocker

Year:

2021

2021

Concept

Where you’re from isn’t a location.
It’s a statement.


We positioned the collection as a love letter from Compton to the world.
By treating the city as a source of culture, the apparel became a badge of hometown pride.

Concept

Where you’re from isn’t a location.
It’s a statement.


We positioned the collection as a love letter from Compton to the world.
By treating the city as a source of culture, the apparel became a badge of hometown pride.