Foot Locker is poised to name Preacher as creative agency of record for its main brand following a review that included Fig as a finalist, Ad Age has learned. Other agencies that were invited to pitch are believed to include VaynerMedia, Goodby Silverstein & Partners and Droga5, according to multiple people close to the situation.

The agency's remit does not include subsidiary accounts such as Atmos and Champs Sports, according to multiple people close to the situation. It is unclear if the remit includes the marketer's Lady Foot Locker and Kids Foot Locker brands.

Preacher and Foot Locker declined to comment.

This is a significant win for Austin, Texas-based Preacher, which has on its roster clients including StreetEasy and ESPN and was named to Ad Age’s 2022 Small Agency of the Year list. 

Foot Locker's marketing leadership changed in 2022

In November, Foot Locker launched a campaign by 72andSunny New York called Holiday House Party which included a video featuring Yung Gravy, Bia, Lunay, Ye Ali, Ralph Romeo, Orange Calderon and Tamara Dhia.

In 2022, Foot Locker spent $45 million on U.S. measured media, which includes its Lady Foot Locker and Kids Foot Locker brands. 

Last August, Foot Locker saw the exit of its longtime marketer Jed Berger. He had been with the retailer since 2009 and spent his last two years as chief marketing officer before joining Kenneth Cole as president. In December, Foot Locker promoted Chief Operating Officer Frank Bracken to executive VP and chief commercial officer, tasked with leading all marketing, loyalty and e-commerce as well as merchandising.

The company spoke about its marketing on its third-quarter conference call in November. “The areas where we will be the most focused are our omnichannel presence and capabilities, our loyalty program and overall digital marketing strategies,” CEO Mary Dillon said on the call.

Foot Locker recently debuted a metaverse activation called Kids House of Play in Roblox and the company is focused on improving its loyalty programs.

In November, the retailer reported $2.17 billion in fiscal third-quarter sales, down slightly from sales of nearly $2.19 billion a year earlier. Net income for the quarter fell to $96 million, down from $158 million in the year-earlier period.

Foot Locker is set to release its fourth-quarter results and host an investor day on March 20.