Foot Locker will present a basketball-inspired capsule collection designed by the Creative Director of their women’s business, Melody Ehsani.
This is the first in a series of capsule collections expected to drop this year. To mark the launch, Foot Locker will host a virtual festival called ‘No More Next’, inviting fans to participate in a digital experience including interactive conversations and sweepstakes.
Ehsani is known for her streetwear brand, ME, specializing in jewelry, shoes and clothing with a purpose, created to inspire and empower women. She has also designed sneakers for Nike / Jordan and Reebok.
“Melody’s partnership and vision of empowering women through streetwear and sport truly reflects the brand,” said Patricia Respress, vice president and director of women’s products, footwear and apparel at Foot Locker. . “As Creative Director, Melody has been extremely insightful, empowering and collaborative. Her new outlook opens up additional opportunities for Foot Locker’s female business, and we are excited to share this unique collection with our consumers.
The first capsule collection drops at 12 p.m. ET on June 10 and includes clothing and accessories retailing from $ 10 to $ 80. All parts are available in sizes XS to 2XL online and in-store at Foot Locker stores in the United States and Canada, as well as select stores in Europe and Asia-Pacific.
The capsule is inspired by Ehsani’s love for basketball.
“All over the world we find things that connect us and awaken us to the reality that we are more connected than we realize. One of those big connectors is sports, and for us it’s still basketball, ”said Ehsani.
The capsule presents colors inspired by nature and temperature. Specifically, thermal models are used to reflect an individual’s response to their environment and what connects people globally. Apart from the shapewear (bra and bike shorts), 70% of the capsule is unisex / neutral. The collection also includes a T and a short ‘Ball Vision’ set, a fleece crew and a short set and an organza tracksuit. Accessory elements include crew socks and laces.
“Our goal is always to raise awareness and cultivate empowerment. “Stop waiting to be who you already are,” is one of our mottos, ”Ehsani said. “I believe you can’t wait for others to see who you are, you have to see yourself. Inhabiting all of your self at all times is the key to traveling the world.
Foot Locker is launching a digital crowdsourcing program to solicit consumer feedback to determine where a Melody Ehsani Foot Locker pop-up shop will arrive. These pop-ups will open one week before the capsule becomes available, giving the selected city a chance to discover and shop the collection before the rest of the world.
The crowdsourcing program kicks off during the “No More Next, We Are Here” virtual festival on June 5th. The festival aims to inspire everyone to find their voice and ask for a seat at the table. It offers stimulating conversations and Q&A with Ehsani.
Ehsani has amassed a loyal following for her ME brand and has worked with Jordan Brand, Sanrio, Lauryn Hill, Wu-Tang Clan, Reebok, Powered, and StockX, among others.
The Creative Director also has strong roots in the sneaker market, having created several well-received collaborations. For example, his Air Jordan 1 Mid SE “Melody Ehsani” arrived in November 2019 for $ 130 and is selling for thousands of dollars in the resale market today. In addition, her Air Jordan OG SP for women was launched with great success in March 2020. In addition to her work for the Jordan brand, she has also designed several styles for Reebok.
Foot Locker, whose brands include Foot Locker, Kids Foot Locker, Champs Sports, Eastbay, Footaction and Sidestep, has approximately 3,000 retail stores in 27 countries.
