\n\t is looking to get in on Knicks fever with a new multi-year partnership with Madison Square Garden Sports Corp.<\/p>\n
\n\tOn Wednesday, the Dick\u2019s Sporting Goods-owned company was named the official athletic footwear retailer of the New York Knicks<\/a> ahead of the 2026-2027 NBA<\/a> season.<\/p>\n \n\tAs part of the new deal, Foot Locker<\/a> will be showcased at all Knicks home games at Madison Square Garden throughout the season. This will be amplified by dedicated retail activation within the Knicks Team Store in Madison Square Garden\u2019s Chase Square, featuring Knicks products during home games and open to the public.<\/p>\n \n\tThere will also be curated retail pop-ups inside Madison Square Garden during select Knicks home games as well as premium brand integration during Knicks home games, including in-arena and on-court contests, LED ribbon signage and more.<\/p>\n \n\tFoot Locker also noted that it will host a Knicks theme night featuring elevated in-arena branding, contest, and fan experiences. Plus, there will be exterior signage at the Garden and dedicated retail promotions in connection with select Knicks wins throughout the season.<\/p>\n \n\tFinally, Foot Locker said it will integrate the banner into a Knicks original content series across Knicks digital channels, as well as a presence within the Fan Zone section of the Knicks official app.<\/p>\n \n\tTo celebrate the launch, Foot Locker said it will \u201cbring the energy of Knicks basketball\u201d directly to fans across New York City with the Fan Express, a mobile experience that will make stops throughout the city and culminate at Madison Square Garden. The activation will feature a retail experience with curated footwear and apparel, ticket giveaways, live podcast recordings, prizes, and more.<\/p>\n \n\tBrett O\u2019Brien, senior vice president and chief marketing officer at Foot Locker, said in a statement that \u201cbasketball has always been a driving force in sneaker culture, and the energy the New York Knicks<\/a> have created around the game is electrifying.\u201d<\/p>\n \n\t\u201cThis partnership brings together two brands with deep roots in New York and reinforces Foot Locker\u2019s commitment to being the home for basketball<\/a>,\u201d O\u2019Brien noted. \u201cTogether, we\u2019ll create new ways for fans to experience the game, discover great product to support their team, and celebrate New Yorkers\u2019 passion for the city.\u201d<\/p>\n \n\tDoug Jossem, executive vice president global sports and entertainment partnerships for MSG Entertainment, added that Foot Locker joining the Knicks family of marketing partners is a \u201cperfect fit.\u201d<\/p>\n \n\t\u201cFoot Locker\u2019s dedication to providing basketball fans with the best possible customer journey is well aligned with the values of the Knicks organization, and we look forward to growing our relationship as we work together to provide fans with unique and innovative experiences,\u201d Jossem said.<\/p>\n