New Rules

Foot Locker is a leading retailer for sneakers and streetwear, with over 3,000 locations globally. While the Men’s & Kid’s businesses have continued to thrive, the U.S. Women’s business was lacking the ability to connect with women that deeply love sneaker culture. It was time to rewrite the rules.


Brand Strategy
Brand Identity
Social Media Content


Under Consideration

Print Magazine


Our work began with the dazzle camouflage ships of World War I. These ships used dynamic patterns intended–not to conceal–but to make them difficult to pin-point; a visual metaphor we found very fitting for our female sneakerheads. We remixed the iconic footlocker stripes to create a dynamic visual language, undefined, and never recognizable.

In collaboration with type foundry Face 37, we developed a custom typeface based on the unique characteristics of the Foot Locker logotype.

We unveiled the redesign on International Women’s Day with a campaign called “New Rules”, inspired by women who are changing the game in sneaker culture.

We gave the iconic mascot a ‘fresh set of stripes’, simplifying the style while maintaining the personality, allowing for better use across digital channels.