Where Nipsey Hussle Once Sold Mixtapes, Foot Locker And Nike Are Now Investing In Crenshaw Youth – AfroTech
Recreational centers have long served as important resources for Black youth, offering a place to play, connect with mentors, and access academic and nutritional support in underserved communities.
What once were spaces for youth, especially young Black children, to thrive have become less common or faced closures due to budget cuts, shifting public spending priorities, and competition from private fitness chains.
Crenshaw, the historically Black neighborhood and home to the late philanthropist, entrepreneur, and rapper Nipsey Hussle, is one of Los Angeles’ most well-known neighborhoods, and Nike, Inc. and Foot Locker have joined forces to partner with community leaders to unveil a first-of-its-kind retail experience that leans into the organization’s shared value of sport, culture, and connection.
“The Crenshaw Rec by Foot Locker reflects our commitment to investing in the communities that have shaped our brand and continue to move sneaker culture forward,” said Brett O’Brien, SVP, Chief Marketing Officer at Foot Locker. “Together with NIKE, Inc. and respected voices across Crenshaw, we’re proud to create a destination that honors the neighborhood’s rich legacy while inspiring the next generation through sport, culture, and community.”
What will the project consist of?
The Crenshaw Rec by Foot Locker will feature community programming that includes educational workshops like music academies and run clubs, exclusive product collections, local business integration through ongoing pop-ups that will highlight neighborhood entrepreneurs, as well as The Crenshaw Striper program, a neighborhood hiring initiative intended to create opportunities for residents while simultaneously helping to shape the in-store experience.
Foot Locker and Nike tapped the community to help bring the center to life, teaming up with everyone from athletes to tastemakers who know Crenshaw best to put its authentic expression on full display.
LA-based designer Gavin Mathieu, Nipsey Hussle’s The Marathon Brand, and local vendors, artists, and community leaders came together to shape The Crenshaw Rec by Foot Locker through product assortment, partnerships, and programming.
“The family is honored for The Marathon Brand to have the opportunity to partner with Nike, Inc. for the launch of The Crenshaw Rec by Foot Locker. This location is extremely important because we were raised in this shopping center,” said Samiel Asghedom, Co-Founder of The Marathon Brand and brother to the late Nipsey Hussle. “The restaurants, the record stores, the supermarkets, everything in the shopping center has played a role in shaping our childhood. Hussle sold mixtapes out of this parking lot, and we know he would be proud to be a part of bringing youth initiatives to this unique retail experience.”
The Crenshaw Rec by Foot Locker as a launching pad
While this is the first expression of this retail concept, Foot Locker and Nike are actively exploring opportunities to bring similar neighborhood-driven experiences to more communities like Crenshaw in the future.
