Synergy: Foot Locker X Kia Center
In Entertainment Design II, this project explored brand collaboration as a form of storytelling. Students were challenged to pair a given brand with another and design a cohesive experience that both celebrates and evolves the original brand’s narrative.
Understanding the Brands
“Foot Locker, Inc. is a leading footwear and apparel retailer that unlocks the "inner sneakerhead" in all of us. Foot Locker, Inc. has a strong history of sneaker authority that sparks discovery and ignites the power of sneaker culture through its portfolio of brands, including Foot Locker, Kids Foot Locker, Champs Sports, WSS, and atmos.” Foot Locker’s main marketing audience is basketball players of all ages, emphasizing the importance of keeping the next generation active.
The Kia Center is home to the Orlando Magic, anchoring the city’s connection to professional basketball. On game days, the arena transforms into more than just a venue; it becomes an experience. Home games are celebrated with immersive overlays, Hall of Fame installations, themed decals, and city-wide energy that extends beyond the court. The space reflects the spirit of the team and its fans, creating an atmosphere where sport, storytelling, and community come together
The collaboration between Foot Locker and the Kia Center brings sneaker culture directly into the heart of live basketball experiences. By blending Foot Locker’s authority in footwear and apparel with the arena’s immersive environment, the project reimagines how fans engage with both brand and sport. Interactive installations, branded activations, and experiential overlays create a space where players, families, and fans of all ages can celebrate basketball, discover new sneakers, and connect with the culture that unites them, turning every home game into a multidimensional story of movement, style, and community.
Foot Locker Tunnel @ Kia Center
The Foot Locker Tunnel at the Kia Center transforms a required walk into an immersive journey through sneaker culture, guiding fans through a space that feels both familiar and elevated. Inspired by Foot Locker’s flagship stores, the tunnel uses warm wood, bold brand colors, and curated shoe displays to reinforce its identity as a leader in sneaker authority. One side energizes the space through basketball-inspired interaction, celebrating movement, competition, and athletic expression, while the other balances the journey with moments of rest and visual storytelling through seating and digital media. Product displays anchor both sides of the tunnel, with Kids Foot Locker showcased at an accessible scale to engage younger fans. Together, the tunnel forms a fluid narrative of motion and discovery, unlocking the inner sneakerhead on the way to the game.
Sneaker Authority, In Motion.
Interactivity
One side of the installation celebrates movement and play, reflecting Foot Locker’s dedication to keeping the next generation active. Visitors can shoot hoops or test their vertical leap, turning physical activity into an engaging, hands-on experience.
The opposite side emphasizes rest and reflection, featuring digital screens that showcase promotional content while creating a calm, contemplative environment, balancing energy with pause and transforming the space into a dynamic narrative of activity and recovery.
Its in the Details
Product showcase
Abstract “lockers” showcase Foot Locker’s core product, sneakers, transforming them into sculptural displays that tell a story. Lower lockers feature children’s sneakers, offering a playful, narrative layer that highlights the next generation of players and sneaker enthusiasts.
Brand Stickers
Stickers and graphics on the sides of the lockers highlight Foot Locker’s other brands, emphasizing the company’s reach and impact within the community, and weaving connection and culture directly into the installation.