Foot Locker Pushes its Gen Z Customers to Rock the Vote

Foot Locker, Inc.'s U.S. family of brands has partnered with Rock the Vote for an initiative that will leverage the retailer's store locations as voting registration sites, empowering today's youth to exercise their right to vote. Foot Locker joins Rock the Vote's Brands for Democracy, a nonpartisan effort to empower eligible voters to take civic action.

With more than 4 million young people eligible to vote for the first time this November, the partnership will leverage Foot Locker's distinct relationship with Gen Z consumers. On Instagram alone, Foot Locker, Champs Sports, Footaction, and Eastbay have a combined following of 4.3 million consumers ages 18-24.

Beginning in September, visitors to any U.S. retail location within the family of Foot Locker brands have had "one click" access to a digital hub, where they can check their voter registration status, register to vote, and sign up for election reminders.

In an exclusive interview with Total Retail, Frank Bracken, executive vice president and CEO, Foot Locker North America, discussed the details of the Rock the Vote program, including why the retailer believes it is its civic duty to encourage shoppers to get out and vote this November.

Frank Bracken, Executive Vice President and CEO, Foot Locker North America

Total Retail: Why has Foot Locker, Inc. decided to partner with the nonprofit organization Rock the Vote?
Frank Bracken: Foot Locker, Inc. has partnered with Rock the Vote to transform more than 2,000 Foot Locker, Kids Foot Locker, Champs Sports and Footaction retail locations into voting registration hubs. Foot Locker, Inc. has a distinct relationship with Gen Z consumers and is committed to using its influence to empower today’s young people with the resources needed to exercise their right to vote and create change.

TR: How will Foot Locker be enabling its in-store shoppers to register to vote? How involved do you foresee Foot Locker, Inc. employees being in helping shoppers with the registration process?
FB: Consumers can participate at over 2,000 selected retail locations with one-click access to a digital hub housing valuable educational materials, the ability to check registration status and register to vote, as well as set up voting reminders for months ahead. Our team members will be actively encouraging customers to access the information at checkout, as well as ensuring they're well-informed on the resources available to them via our online and social channels.

TR: Why is it important for brands, including Foot Locker, Inc., to participate in corporate social responsibility initiatives such as this partnership with Rock the Vote?
FB: In the 2016 election, only 46.1 percent of 18-29 year-olds voted; that’s not nearly enough. We need to do our part to help ensure more young people participate in future elections.

TR: Considering Foot Locker, Inc.'s brands tend to skew younger, what's the company doing to educate consumers and employees about the importance of voting? What is the company doing to ensure that its employees have the opportunity to vote in this year's election?
FB: The partnership is meant to ensure Gen Z consumers have access to the resources needed to register to vote and participate in this year’s election. Additionally, Foot Locker, Inc. is granting its employees with worktime flexibility and resources to allow corporate and store team members in the U.S. to exercise their right to vote leading up to and on Election Day.

TR: What goals has Foot Locker, Inc. set for this initiative?
FB: Foot Locker, Inc.’s goal is to empower young people to complete the voting registration process and participate in their civic duty to vote this election season. Nearly 4 million young people are eligible to vote for the first time this November, and this partnership with Rock the Vote provides easy access to the voting registration process so they're ready to vote come November. With this partnership, we hope to empower youth culture, giving both our customers and team members a platform to be heard. As a company, we're committed to leveraging our channels to unite and uplift our team members and customers as well as create positive impact within the communities we live in and serve.