Foot Locker Unveils "Joy to the Sole" Holiday Campaign Starring 33-Year Veteran George Jenkins

Multi-brand campaign celebrates the joy of sneaker gifting with expert recommendations, highly anticipated releases, and seasonal favorites

NEW YORK, Nov. 6, 2026 — Foot Locker today unveiled "Joy to the Sole," its 2026 multi-brand holiday campaign celebrating the joy of finding and unwrapping the perfect pair at Foot Locker and Kids Foot Locker. Featuring George Jenkins, a 33-year Foot Locker veteran and the Company's Head of Stores, the campaign brings together expert gift recommendations, highly anticipated sneaker releases, and seasonal favorites. Building on the "It Always Will Be Foot Locker" brand platform, "Joy to the Sole" reinforces Foot Locker's position as the go-to destination for sneaker gifting this holiday season.

At the heart of the campaign is George's Picks, a curated holiday gift guide that combines George's deep sneaker expertise with insights from the thousands of Foot Locker's iconic Stripers he leads. Long trusted as experts in sneaker culture, Stripers bring firsthand knowledge of the products, styles, and trends resonating with customers every day. George's Picks brings that collective knowledge to life through a selection of the season's hottest styles and must-have gifts.

George puts his expertise on display in "The Holiday Studio," a 60-second campaign spot featuring him alongside Foot Locker's Stripers. Together, they showcase a mix of timeless classics and sought-after styles, including the Nike Air Force 1, UGG Tasman II, ASICS GEL-1130, and more. The creative celebrates Foot Locker's longstanding connection to sneaker culture and the people who help customers discover their next favorite pair.

"At Foot Locker, sneakers are what we know best. Our Stripers live and breathe sneaker culture, and their daily connections with customers give us a unique perspective on the styles and trends that matter most," said George Jenkins, Senior Vice President, Store Operations & Customer Experience at Foot Locker. "With George's Picks, we're combining that firsthand knowledge with decades of experience to help shoppers discover the season's must-have styles and find the perfect gifts for everyone on their list."

The campaign spot kicks off an integrated campaign spanning paid media, social, digital, and in-store experiences. Throughout the season, George and Foot Locker's Stripers will share additional product recommendations, while social-first gifting content will capture the excitement of giving and receiving the perfect pair.

Foot Locker will also spotlight some of the season's most anticipated sneaker releases, including launches from the Jordan Brand 'Space Jam' Collection, alongside seasonal favorites from Nike, Jordan Brand, Timberland, adidas, Salomon, New Balance, On, UGG, PUMA, ASICS, and more. Foot Locker and Kids Foot Locker will feature Black Friday, Cyber Monday, and end-of-season offers, with additional benefits for FLX members and in-store activations in select markets.

For campaign updates, follow Foot Locker on social media @footlocker or visit Foot Locker.com.

Foot Locker Media Relations
Dana Yacyk, VP, Communications
[email protected]

SOURCE Foot Locker, Inc.