Foot Locker’s We Are Ready Campaign Turns Back-to-School Nerves into Creative Energy
James Harvey // Urban Syndicate
That first day back to school often brings a wave of anxiety, i’m sure you all remember it . The uncertainty of new classes, fresh routines, and the pressure to fit in can weigh heavily on students across the globe. This year, Foot Locker is flipping that narrative. With its “We Are Ready campaign”, the brand is encouraging young people to see the back-to-school moment not as a challenge, but as an opportunity, to explore style, express individuality, and step into their futures with confidence.
Workshops That Inspire Careers
To bring this vision to life, Foot Locker is partnering with local creative collectives to host panel talks and workshops across Europe throughout August and September. These events aim to give students practical insights into the creative industries, helping them understand what it takes to turn passion into a career. The workshops will take place in Nottingham, Paris, Milan, Rome, Barcelona, and Berlin, with each city spotlighting its own community talent.
Lostboys Take Over Nottingham
In the UK, the spotlight falls on Lostboys, a homegrown collective making waves in music and fashion. On 5th September, they’ll transform the Nottingham Foot Locker store into a creative hub with their Foot Locker x Lostboys: Back to School Workshop.
Here’s what’s in store:
In-store DJ sets powered by Lostboys
Exclusive Lostboys product for students showing their ID
An evening workshop (5–7pm) where students get insider advice on breaking into music and fashion, from networking strategies to building a brand from scratch
Special guest voices from the UK music and fashion scene, sharing their own journeys
Goody bags packed with exclusive product and workshop resources
For those looking for the next step it’s a chance to see what’s possible and start building the roadmap to get there.
Rewards That Keep Giving
If you can’t make it to Nottingham or one of the European workshops, FLX members still win big this back-to-school season. Purchases from the collection unlock bonus points redeemable for FLX Cash, raffles, and members-only rewards—including voucher prizes worth up to £500.
The Collection That Sets the Tone
The We Are Ready collection isn’t just about the footwear, it’s about giving students the confidence to step into the new school year with a look that matches their individuality. From retro revivals to cutting-edge performance silhouettes, this curated lineup covers every vibe, every style, and every step of the journey. The following shoes have been routinely the most searched and requested silhouettes from Urban Syndicate, meaning they are a firm favourite among students and sneaker enthusiasts alike:
On Cloudtilt – Built for all-day comfort and sleek minimal style, the Cloudtilt brings lightweight cushioning that feels as good in the classroom as it does walking home. Perfect for students who want performance tech without sacrificing aesthetics.
New Balance 1000, 960, and 740 – The heritage-driven designs of New Balance return with a fresh twist. The chunky 1000 and 960 nod to early-2000s running culture, while the 740 serves up understated retro energy. Each pair blends nostalgia with modern detail, making them versatile staples for any back-to-school rotation.
Adidas Spezial– A cult classic with terrace culture roots, the Adidas Spezial gets reimagined exclusively for Foot Locker. With unique colourways only available here, this drop brings individuality to the forefront—a must for students who want to stand out in the hallways.
Nike TN and Shox – Two icons from Nike’s boldest era make a powerful statement. The TN (Tuned Air) remains a streetwear essential, while the Shox, with its unmistakable spring heel, adds futuristic flair. Both are perfect for those who want to turn heads on day one.
Asics Gel Venture 6 – A trail-inspired sneaker adapted for urban life. The Gel Venture 6 offers rugged design and reliable comfort, ideal for students balancing long school days with after-school adventures.
Puma Speedcat– Sleek, low-profile, and race-track inspired, the Speedcat delivers a sharp look that breaks from the bulkier sneaker trend. It’s a silhouette for those who prefer clean lines and understated cool.
Salomon XT-6 – Once built for ultra-distance trail racing, now a fashion-forward staple. The XT-6 has become a symbol of utility-meets-style, offering students a way to blend technical performance with street-ready edge.
Talking With Foot Locker
Slavka Jancikova, VP Marketing EMEA, explains:
“The back-to-school period can be an incredibly difficult time for students as they look to forge their own paths within their studies and future careers. There’s no linear path to success, especially when it comes to roles in creative industries, but We Are Ready aims to combat that with the latest product and experiences to support their studies. Students will head back to their studies ready for anything, with more confidence in their future and all the tools they need for the upcoming year.”
Ready for the Future
Foot Locker’s “We Are Ready” campaign is about far more than just sneakers, it’s about empowering the next generation of young people across the UK and Europe. Heading back to school is daunting, the nerves and the pressure to fit in can weigh heavily. This campaign flips that narrative. Foot Locker is doing its part to change that through individuality, and creativity Its opportunity to embrace your style, your talents, and your ambitions.
Whether it’s rocking the most sought-after sneakers, gaining insider advice from industry collectives like Lostboys in Nottingham, or unlocking rewards as an FLX member, the campaign encourages young people to do their best, stand out, and own their future.
