Foot Locker to launch new private label apparel brand Lckr

By

Robin Driver

Published
Oct 18, 2021

New York-based active and footwear retailer Foot Locker has announced the upcoming launch of a new private label. Dubbed Lckr by Foot Locker, the casual apparel brand for men and women has been conceived to complement the chain’s existing offering and will be released on Wednesday, October 20.

 
Lckr’s debut apparel offering aims to provide “go-to lifestyle pieces,” including fleece sets with pullover hoodies and sweatpants, full-zip hoodies, cargo pants, and matching track jacket and pants sets. Available colorways are varied, ranging from neutrals to seasonal shades of Dusty Rose, Bombay Brown and Bloodstone.
 
Pieces are offered in men’s sizes S-XXL, with prices starting at $40 and cutting off at $75.

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“At Foot Locker we're continuing to grow our assortment every day to make sure we're meeting the evolving demands of all of our customers,” said Foot Locker SVP and general manager Bryon Milburn in a release. “Today, we're seeing the need for comfort and the acceptance of casual wear in more places than ever before. With Lckr, we have developed an elevated basics line that gives our customers a diverse way to complement their personal styles at a great value.”
 
Lckr’s launch campaign is fronted by Atlanta-born musician and rapper Gunna, who has previously worked with Foot Locker on giveback initiatives in his hometown. The campaign also features musician Tone Stith, actress Paigion Walker and on-air host Eutel Wallace.
 
The introduction of the new private label is the latest step in Foot Locker’s tightly focused brand strategy, following on from a series of exclusive capsules, including recent collaborations with Melody Ehsani and Don C.
 
The debut Lckr collection will launch in Foot Locker stores around the world, as well as online, on the retailer’s e-commerce website. Additional collections are expected to release through the end of the year and into 2022.