New York – October 14, 2026 -- Foot Locker has signed a multi-year partnership with Madison Square Garden Sports Corp. (NYSE: MSGS) to become the Official Athletic Footwear Retailer of the New York Knicks, starting with the 2026-27 NBA season. Financial terms were not disclosed.
Foot Locker gains seven activation points at Knicks home games
The retailer will appear at all Knicks home games at Madison Square Garden. It will run a dedicated retail activation inside the Knicks Team Store in the arena's Chase Square, open to the public during home games. It will also stage curated retail pop-ups inside the arena at select games.
Foot Locker will also hold in-arena and on-court contest rights and LED ribbon signage, and will be Presenting Partner of a Knicks Theme Night. Exterior digital signage will reach fans and visitors outside the venue, and retail promotions will be tied to select Knicks wins.
Foot Locker extends the deal into Knicks digital channels
The retailer will be integrated into a Knicks original content series across the team's digital channels and will have a presence in the Fan Zone section of the Knicks Official App.
Fan Express mobile tour will end at Madison Square Garden
To launch the partnership, Foot Locker will run the Fan Express, a mobile experience making stops across New York City and ending at Madison Square Garden. It will offer curated footwear and apparel, ticket giveaways, live podcast recordings and prizes.
Doug Jossem, Executive Vice President Global Sports and Entertainment Partnerships at MSG Entertainment, said Foot Locker's focus on the basketball fan's customer journey fits the Knicks organization's values.
Brett O'Brien, SVP and Chief Marketing Officer at Foot Locker, said the deal reinforces the company's commitment to being "the home for basketball." It follows the recent launch of Hoops Lives Here, Foot Locker's basketball platform.