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Foot Locker | Sarah Houseknecht: Walk a Mile in an Influencer's Shoes | Influencer Focus

Updated: Dec 2, 2022

This is the cover for the Authentic Avenue podcast episode featuring Sarah Houseknecht, Sr. Director, Public Relations & Influencer Marketing at Foot Locker, and host Adam Conner.

This is a link you can use to find Authentic Avenue, a marketing podcast hosted by Adam Conner, on Apple Podcasts. Remember to subscribe, rate, and review!

Get on your feet! We've got an episode of Authentic Avenue today with a brand I like for their ability to tap into cult followings. It's Foot Locker, and the cult followings I speak are those both of footwear brands like Jordan and sneakerheads as individuals.

My guest today is Sarah Houseknecht, who is their Sr. Director overseeing Public Relations and Influencer Marketing. Sarah has seen Foot Locker's influencer program (which launched mid-2019) through two distinct chapters roughly divided by COVID's presence. However, the presence of other socioeconomic circumstances in 2020 has seen the program evolve in new ways. For example, the ongoing issue of racial injustice, and efforts to stem it, is particularly close to the brand and its followers -- leading Foot Locker to commit $200 million to the Black community in June 2020. Learn more about that here.

Sarah joins me to speak about how all of the above has crafted how Foot Locker develops relationships with, and leverages, influencers in the way it goes to market. We also dip our toes into what's in store for the brand as we move into 2021.

So take a listen, won't you? #BecauseSneakers.


LinkedIn (Authentic Avenue):

Email Adam at

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