House of Hoops by Foot Locker
via Foot Locker

Foot Locker, in partnership with Nike and Jordan Brand, celebrates 10 years of its House of Hoops platform, as the brands descend on Los Angeles for NBA All-Star Weekend 2018.

The @HouseOfHoops Instagram account has officially launched, announcing a number of digital content series and also plans to offer followers early access to exclusive product through surprise moments.

The IG launches with content featuring everyone from NBA players Kyle Kuzma, Devin Booker and Andre Drummond, to social influencers including King Imprint, Keone, Kid the Wiz and Lavaado. The spot will also broadcast on Feb. 17 on TNT during State Farm All-Star Saturday Night.

View this post on Instagram

The game has changed. #HouseofHoops

A post shared by House of Hoops by Foot Locker (@houseofhoops) on

“Foot Locker is thrilled to be partnering with Nike and Jordan Brand to launch the new HOUSE OF HOOPS Instagram handle as we head into basketball’s biggest weekend,” said Patrick Walsh, vice president of marketing for Foot Locker. “HOUSE OF HOOPS product, content and experiences have always been incredibly well represented as part of each brand’s existing social platforms, but the go-to destination for basketball lifestyle and culture warrants a separate and stand-alone channel that truly speaks with our basketball consumer.”

HOUSE OF HOOPS will also debut two new digital content series. The first episode of “Off the Record” will celebrate the Nike “Big Bang” Foamposite featuring Penny Hardaway and Jayson Tatum, diving into the unknown stories about how the “Big Bang” came to be. Later in the week, a live game-show style content series titled “Stockroom 23” will host its first guest, NBA All-Star and Jordan Brand family member Victor Oladipo, providing early product unlocks to @HouseOfHoops Instagram followers.

Make sure to visit the House of Hoops Instagram here.