NTWRK × Foot Locker

LCKR Launch with Gunna

In October 2021, Foot Locker unveiled LCKR by Foot Locker, a new apparel line marrying sneaker culture with elevated, everyday streetwear—an offering designed to resonate with contemporary consumers who value comfort, style, and authenticity.

The challenge was to introduce LCKR as a lifestyle brand, not just a product line, while resonating with Gen Z and culture-driven consumers in an oversaturated streetwear market.

The Idea

Anchor the launch in authentic cultural influence by partnering with Gunna—an artist whose style, music, and presence naturally align with modern streetwear. Build a visually elevated campaign that blended fashion, music, and commerce into a seamless launch moment tailored for NTWRK’s live shopping ecosystem.

The Launch

The campaign debuted LCKR through a high-impact visual rollout across NTWRK, digital, and social—positioning the apparel line as elevated, wearable, and culturally fluent. Gunna’s presence grounded the brand in real street credibility, while cinematic visuals elevated perception beyond traditional retail advertising.

Creative Leadership & Execution

Director of the Creative Services and Producer, led project end-to-end—from concept to final delivery:

  • Defined the creative vision and visual language for the LCKR launch

  • Directed the creative team across concepting, styling, and narrative development

  • Produced the hero commercial spot and campaign photoshoot, overseeing pre-production, on-set execution, and post

  • Directed talent performance and visual storytelling to balance lifestyle authenticity with product clarity

  • Collaborated cross-functionally with Foot Locker marketing, brand, and NTWRK teams to ensure creative aligned with live-commerce needs

ROLE

IMPACT

  • Successfully introduced LCKR by Foot Locker as a culture-forward apparel brand

  • Strengthened Foot Locker’s brand relevance beyond footwear

  • Delivered a scalable creative framework for future artist-led apparel launches

  • Demonstrated how content, commerce, and culture can intersect within live shopping environments