Foot Locker Europe unveils its latest social activation to mark International Women’s Day 2025, spotlighting three incredible women who embody Foot Locker’s passion for basketball, football, and music. This launch is dedicated to championing and uplifting women who boldly claim their space in their respective fields, break barriers and redefine what it means to lead in male-dominated industries. Reinforcing the brand vision to inspire and unite an inclusive global community, we celebrate those who push boundaries, express their individuality, and make their mark—all connected through sneakers, street culture and athletic lifestyle.
As part of the celebrations, Foot Locker has partnered with UK professional basketball player Shanice Beckford-Norton, renowned Italian DJ Rebecca Bernardi and talented Spanish footballer Chaimaa Khouya, to create inspiring content for the campaign. These remarkable women, each making their mark in their respective fields, embody confidence and resilience, all while being united by sneaker culture.
Shanice exemplifies excellence, leadership, and advocacy for the next generation of women. As a Human & EuroCup Women Champ ‘23-‘24, Commonwealth Silver Medalist, mentor, coach, and community leader, she has not only achieved greatness on the court but also dedicated herself to uplifting others. Through her non-profit, SBN: For the Kids, she is actively creating opportunities in sports and education, ensuring young women have the resources they need to thrive. One of the most decorated players in the Women’s British Basketball League, Shanice is a driving force in making basketball more accessible for women and inspiring future female athletes to claim their space in the sport.
Rebecca’s journey is one of passion, creativity, and fearless self-expression. Born in 2001 in Rimini and now based in Milan, she is an art director, stylist, and DJ who has always been drawn to art and trends in fashion and music—two worlds she seamlessly blends in her work. She first discovered DJing through social media and quickly turned it into a career, bringing a unique perspective shaped by her background in fashion and deep connection to music. Since childhood, she has seen sportswear as a means of storytelling, merging football aesthetics with fashion. Her creative path led her to specialise in fashion design, styling, and art direction, developing a distinct visual language that incorporates sports elements into her personal style. Football jerseys remain a key part of her wardrobe and artistic projects, symbolizing free creativity, identity, and self-expression.
Chaimaa is redefining the game, challenging conventions in football, and proving that talent and perseverance know no limits. As a football freestyler and content creator based in Spain, she seamlessly blends exceptional ball mastery with engaging storytelling, inspiring a new generation of female athletes to own their place on the pitch. Collaborating with top freestylers, she showcases her incredible skills while also sharing glimpses of her travels and lifestyle. With a growing community on TikTok and Instagram, Chaimaa continues to inspire and contribute to the creativity and empowerment of women in football.
The campaign brings their stories to life through raw, authentic visuals that capture their essence and energy in everyday environments. From the basketball court to the music studio to the football pitch, the campaign highlights the spirit of those who refuse to be confined by expectations. Featuring Nike, New Balance, and adidas sneakers, the campaign sneaker collection is available to shop in-store and online.
As we celebrate International Women’s Day 2025, Foot Locker continues its commitment to empowering women, championing diversity, and reinforcing its place at the heart of sneaker culture.
