Client

Foot Locker

Agency

Combo

Categories

Visual Identity

Year

2024

FLX Rewards is Foot Locker’s loyalty program designed to engage a broad and evolving customer base—from dedicated sneaker enthusiasts to everyday shoppers. We partnered with Foot Locker to redesign the experience, developing a new identity and visual system that could balance cultural credibility with everyday accessibility.

At the core is a bold, modular FLX mark and an ownable “X” pattern that creates a dynamic, repeatable language across touchpoints. Paired with a high-contrast palette and expressive typography, the system brings energy and clarity to the experience—transforming rewards from a purely functional program into something more engaging, visible, and culturally relevant.

Creative Director

Kapono Chung

Design

Erick Sanchez

Strategy

Fernanda Flores