A half decade ago, Foot Locker was all but counted out by business “experts” and prognosticators. The retailer has since regained its lead atop the athletic footwear and apparel category – largely due to work that elevated the brand above the retail fray and helped it be seen as more than a store but a part of sports culture. In 2014, Foot Locker saw an opportunity to do more than comment on sports, but to actually influence it. They publicly challenged boxer Floyd Mayweather to agree to fight Manny Pacquiao. Ultimately, the fight happened and Foot Locker’s growth only intensified.