The Challenge

Foot Locker sought to build an authentic, lasting connection with the HBCU community. To achieve this, they leveraged Home Grown, their in-house brand dedicated to showcasing emerging and culturally diverse designers nationwide. But to bring Home Grown to life in a way that truly resonated, they needed a culturally driven agency with deep community insight—enter Matrix MKTG.

The idea

Bring Home Grown to Homecoming.

HBCU Homecoming is more than a weekend —it’s a season of legacy, community, and culture. It’s also a hub for music, fashion, and entertainment, making it the perfect moment to amplify Home Grown’s influence and deepen Foot Locker’s local and regional connections within the HBCU community.

The Execution

Matrix MKTG designed and executed a dynamic two-part HBCU Homecoming campaign with both an in-store and on-campus activation. Launching during Atlanta’s Homecoming Season, the in-store activation honored the city’s deep cultural and collegiate heritage with a high-energy celebration featuring the Clark Atlanta University Band, a surprise appearance by Money Man, and immersive digital elements..

Meanwhile, the on-campus activation at Hampton University brought a Foot Locker satellite store to life, showcasing exclusive For the Fans apparel. Led by its founder, Somos Thompson—a Hampton alumnus, the activation incorporated Hampton’s signature colors, interactive elements, and a branded photo booth to engage students, alumni, and guests. Through strategic execution and culturally rich storytelling, Matrix MKTG delivered an immersive brand experience that strengthened Foot Locker’s presence, deepened Home Grown’s cultural relevance, and built lasting connections with the HBCU community.

Results

TOTAL SALES
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UNITS SOLD
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Authentic Brand Connection

Strengthened Foot Locker’s ties to Hampton University and the HBCU community.

Memorable Experiences

Live performances, interactive elements, and surprise celebrity appearances elevated brand perception.

Engagement

Hundreds of attendees interacted with branded experiences, creating lasting memories.

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HUMANIZING ideas that
move the culture forward.

CONTACT US

887 W. Marietta Street NW, Suite E | Atlanta, GA 30318

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RJ Walker

FOUNDER | CEO

Ryan J. Walker is a 20-year marketing professional who currently serves as President | Chief Strategist for Matrix MKTG. In this leadership role, Ryan oversees a team of innovators and executors who cultivate and craft very meaningful relationships between “culture”, brands, and consumers. As a visionary, he spearheads long-range planning and business development and is responsible for overseeing the planning, the development, and the execution of the organization’s marketing and advertising initiatives.