As part of the brief, which when previously handled by Frank PR was thought to be worth €200,000, the agency will lead on the footwear retailer’s campaigns across the UK.
It will also run the European co-ordination and PR strategy across Europe for the brand, which has more than 2,500 stores globally.
M&C Saatchi PR global CEO Molly Aldridge said: "The footwear retail market is incredibly competitive and it’s a challenge for brands to stand out. Our focus is to bring to life Foot Locker’s unparalleled understanding of sneakers and its ability to curate collections that offer an option for everyone."
A pitch document reported on by PRWeek and sent out by Creativebrief earlier this year stated that the company was looking for a "more contemporary approach" to its communications.