Director, Basketball Brand

Great brands reflect culture. The best ones help shape it. At Foot Locker, we’re rooted in sport, powered by style, and driven by the communities that move both. From Foot Locker and Kids Foot Locker to Champs Sports, WSS, and atmos, our brands sit at the intersection of sport, style, and self-expression.

As part of the DICK’S Sporting Goods family, you’re backed by the resources, reach, and career opportunities of a world-class sports company. That unleashes Foot Locker to keep pushing forward with the agility and edge that define the brand. We’re looking for great people who want to influence culture and the generation that is shaping what’s next.

Whether you’re building strategy, shaping innovations, or creating unforgettable customer moments, you’ll contribute to decisions and experiences that define our brands’ impact in the communities we serve.

Come change the game with us. Apply today!

The Director of Basketball Brand will lead the strategy, planning, and execution of Foot Locker’s basketball platform—building cultural relevance that drives traffic, fuel sales, and deepens community connection. This role owns how Foot Locker shows up in basketball, translating insights and a deep understanding of the consumer into bold, ownable programs that strengthen Foot Locker’s position as the leading destination for the game.

The ideal candidate brings deep passion for basketball culture, strong brand instincts, exceptional collaboration skills and a proven ability to connect culture to commerce through impactful programs and partnerships.

Role Overview

• Own the Basketball Brand strategy, delivering integrated programs that drive brand distinction, consumer demand, and measurable commercial impact.
• Balance long‑term brand building with near‑term performance, ensuring programs contribute to brand energy as well as traffic, sales, and loyalty.

Key Responsibilities

Brand & Business Leadership

• Lead basketball programs that elevate Foot Locker’s cultural relevance while driving traffic and sales.
• Build national platforms and hyper‑local activations that authentically connect Foot Locker to basketball communities.
• Partner closely with vendor partners to deliver differentiated, impactful moments.
• Partner closely with and lead NBA partnership and key extensions as well as Team deals.

Program & Activation Development

• Develop clear, inspiring briefs that align brand objectives, community insight, and business goals.
• Create heat‑driven, in‑store basketball destinations in key markets that bring product and storytelling to life.
• Own key basketball moments, launches, and collaborations from concept through execution.
• Ensure consistency in brand voice, storytelling, and execution across all touchpoints.
• Define and track KPIs across brand, engagement, traffic, and sales.

Community Connectivity

• Build authentic relationships with the league, teams, athletes, creators, grassroots partners, and local basketball communities.
• Ensure programs reflect real community insight and deliver meaningful participation and lasting impact.

Leadership

• Lead and develop a high‑performing team and agency ecosystem.
• Drive strong cross‑functional collaboration, clarity of priorities, and executional excellence.

• 10+ years in brand or culture marketing; 5+ years leading teams.
• Proven experience building programs that connect culture to commercial impact.
• Deep fluency in basketball, sneaker, and street culture.
• Strong strategic thinking, leadership, and communication skills.

At Foot Locker, we value innovation, authenticity, and integrity in all that we do.  To uphold the security and fairness of our hiring process, we ask that candidates refrain from using AI tools, including ChatGPT, during interviews and assessments.  To ensure a smooth and secure experience, please review the following guidelines:

• Cameras must be on for all virtual interviews.
• AI tools are strictly prohibited during interviews or assessments.

We appreciate your understanding and cooperation as we work together to create a transparent and equitable hiring experience.

The annual base salary range is $145,000 - $165,000/ year. This range represents the anticipated low and high end of the salary for this position. This role is also eligible to receive short term incentives that align with individual and company performance. Salary will be determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data. Salary is one component of the Foot Locker, Inc. total compensation package, which includes the below

Foot Locker Benefits: 

• Employee Discount
• Paid Time Off
• Medical | Dental | Vision Coverage
• 401(k) | Roth 401(k)
• Stock Purchase Plan
• Life Insurance
• Flexible Spending Account
• Opportunities for Advancement
• Tuition Reimbursement for Qualified Courses
• Strong Company Culture
• Employee Resource Groups