For Spring/Summer 2025, Foot Locker continues to support the communities it serves with its latest “Summer Different” campaign. Engaging with the people who are a driving force in their local areas, the initiative amplifies the voices of ten grassroots collectives across Europe who are making a change in their communities.
Celebrating the campaign’s positive impact, Hypebeast has teamed up with the retailer to spotlight these communities through this exclusive Day in the Life series.
To kick things off, the first episode follows Winner’s Circle — a Spanish multidisciplinary creative cohort based between Madrid and Barcelona that boasts an extensive catalog championing the grassroots cultures they’re part of.
One of the members, Dani Larbi, takes us on his routine that, of course, begins with a hearty breakfast. After getting together with the rest of the team, we follow the collective during their weekly meet-up as they discuss the various projects they have in the pipeline.
Whether it’s editorial launches, directing campaigns, or charitable causes, Winner’s Circle engages its community through a range of fields from fashion and music to sport. Comprised of six multidisciplinary creatives who tap into the cultural richness of their heritage and neighborhoods, each member brings their individuality and unique outlook to every project — and every voice is heard. “Bass and Kawsu work on the magazine, Anssou works on the mood board for our next editorial, and the rest of us brainstorm together,” Larbi explains the creative process behind their weekly meetings.
“Foot Locker feels connected to what we’re trying to build as a collective,” Larbi tells Hypebeast about how the retailer’s involvement in their work has assisted their wider community outreach. “They get our creative vision, and they really support our ideas and projects.” Having worked with tastemakers across communities over the years to build authentic relationships, it’s this shared sentiment felt by its partners that inspired Foot Locker to make the collaborations official with “Summer Different.”
As we head into the warmer months, the retailer is leading the premium lifestyle running silhouettes trend this season. From Shox and Megaride to 1000 and GEL-KINETIC FLUENT, the members lace up their sneakers where “everyone is wearing something that represents their own style.”
Stay tuned on Hypebeast for more from the “Summer Different” campaign. You can also head to the Foot Locker website to explore the latest footwear styles.
The post Day in the Life: Winner’s Circle For Foot Locker’s “Summer Different” Campaign appeared first on Hypebeast.
