There’s never any doubting the firepower rap artist Flo Milli has when it comes to The Culture. So seeing her glowing up with music and partnerships like a super fire Foot Locker flex in its new ‘Start with Sneakers’ campaign? Epic.

Flo Milli and Foot Locker have teamed up for the newest ‘Start with Sneakers’ flex

With the summer only getting hotter, it’s only right to keep your mind on fresh kicks and Flo has you completely covered.

Sharing the exciting news that today global retailer Foot Locker, is unveiling the latest installment of the ‘Start with Sneakers’ campaign starring chart-topping rapper and twice-nominated BET “Best New Artist” Flo Milli. The campaign continues Foot Locker’s expansion of its women’s business through talent integrations, on-trend product assortments, and in-person activations throughout 2024. Foot Locker is showcasing the new trends of the season with the launch of a social campaign showing fashion-forward Gen Z’ers that sneakers are the kickstart to countless fits and styles. 

'Start with Sneakers’ continues to authentically connect with women through trend-forward content. As social media drives the hottest fashion trends for Gen Z consumers, ‘Start with Sneakers’ continues to redefine sneaker culture through a social-first, consumer-centric approach. The brands follow the recent success of Flo Milli’s highly-anticipated third studio album and country-wide tour. Flo’s charisma and connection with her Gen Z audience provides an authentic link to social-lead trends that are embodied throughout the campaign. 

The latest installment, ‘The Striper Within’, showcases Flo Milli as she models kicks-inspired New Balance ‘fits. While standing in the mirror modeling the signature Foot Locker stripes, Flo hypes herself up in multiple outfits, taking inspiration from the TikTok and Instagram trends that resonate with women consumers. Flo grapples with the age-old dilemma of having everything, yet somehow also nothing, to wear. She turns to her inner Striper for advice, who tells her to style her outfit starting from the sneakers, up. The result: trendy looks, supplied by Foot Locker.  

As ‘The Heart of Sneakers’ Foot Locker has options for all women, no matter their style. From classics like the New Balance 530 and New Balance 1906 sneakers to the latest innovations, Foot Locker offers the hottest styles for every occasion this season across leading brands. Additional New Balance styles featured include the Greatest Hits Coaches Jacket and Hoops Hockey Jersey. 

As Foot Locker continues to expand its women’s business, 'Start with Sneakers’ continues its multi-brand campaign rollout throughout the summer, including previous installments with brand ambassador Coi Leray, upcoming in-person activations, and more. The campaign also comes on the heels of Foot Locker’s recently announced reinvented store concept, which includes an elevated in-store shopping experience for women.