Foot Locker’s Spring/Summer 2025 Campaign: “Summer Different” Takes Over
Foot Locker is making waves with their latest campaign, “Summer Different,” which is taking the fashion world by storm. Known for their commitment to the communities they serve, the retailer has joined forces with a variety of grassroots collectives, including the Spanish creative group Winner’s Circle and Paris’ underground event UNDERCOVER, to support their projects.
A Day in the Life of Akwaaba World: Foot Locker’s Exclusive Series
In the newest episode of Foot Locker’s exclusive Day in the Life series, we follow the Milan-based collective Akwaaba World on a typical day of inspiration. The name “Akwaaba” translates to “welcome” in Twi, a language native to Ghana, and reflects the team’s heritage and philosophy. As photographer and member Laurent Bentil explains, the collective welcomes everyone into their group, embodying their deep-rooted ethos.
Akwaaba World started as an online radio show in 2018, dedicated to showcasing diverse and influential music from around the world. Their passion for digging, researching, and sourcing new material led them to explore the city’s record stores, such as All Time Tones. But their interests didn’t stop there; they also share a love for football, incorporating the sport’s extensive influence on fashion into their creativity. As Bentil says, “Football is a huge part of Akwaaba. We grew up watching the African Cup of Nations, and it shaped us in different ways, from the way we dress on and off the pitch.”
After a competitive 3v3 match at an indoor football pitch, where the team sported exclusive adidas jerseys, Bentil reflects on how their partnership with Foot Locker is a full-circle moment. He explains, “I’ve been turning to Foot Locker since I was ten. They have always been a cornerstone of my community, whether it’s a local hang-out spot or a place to get fresh kicks. And now, they are vibing with my guys and supporting our projects.”
Keep an eye out on Hypebeast for more from the “Summer Different” campaign, and head to the Foot Locker website to check out the latest footwear styles.
