By Audrey Kemp, LA Reporter

May 14, 2024 | 2 min read

In ‘Start with Sneakers,’ the Grammy-nominated rapper unleashes her style prowess with unique outfits built around Adidas shoes.

Global retailer Foot Locker, in partnership with Adidas, is debuting ‘Start with Sneakers’ today – the first installment of its new campaign starring Coi Leray.

In the ad, the Grammy-nominated artist is clad in an Adidas tracksuit and trendy wraparound sunglasses as she helps customers bring their visions to fruition, from styling Adidas Originals Gazelles with a red Adidas dress to turning Originals Campus 00s into the epitome of “corporate chic.”

’Start with Sneakers’ marks the beginning of Foot Locker’s year-long partnership with Leray, which promises many brand activations ahead of the release of her upcoming EP, Lemon Cars, and US tour.

It also represents part of Foot Locker’s ongoing efforts to expand its women’s business. According to the brand, ‘Start with Sneakers’ prioritizes consumer trends such as sneaker culture across social media platforms TikTok and Instagram to target Gen Z women.

The multi-brand campaign, created in partnership with the ad agency Preacher, will roll out throughout the spring and summer, complete with additional talent integrations, in-person activations and more.

Beyond the digital realm, the campaign extends to out-of-home placements at Foot Locker stores across North America.

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