ARTICLE BY Ross Dwyer
Foot Locker and adidas Partnership
Foot Locker and adidas Partnership
Foot Locker and adidas Partnership

Foot Locker and adidas Announce Expanded Partnership

Foot Locker and adidas are expanding their partnership with a new basketball-focused initiative that aims to bring in over $2 billion in total retail sales by 2025. As part of the partnership, Foot Locker will become adidas' lead outlet for basketball footwear and apparel releases. They'll also serve as the launching ground for exclusive styles designed by Fear of God founder Jerry Lorenzo, who leads adidas Basketball's global creative and business strategy.

Though basketball is the main focus, the partnership will also provide Foot Locker with an increased array of adidas Originals favourites like the Superstar, Stan Smith and NMD, as well as help introduce a new adidas lifestyle arm that's simply been dubbed 'Sportswear.' Per a report from Sole Collector, the partnership will span the North America, EMEA and Asia-Pacific regions, and adidas will also have a designated team working with Foot Locker to improve the consumer experience.

Foot Locker and adidas Partnership,

'We are excited to build on our partnership with adidas as we continue our strategy to broaden our selection of footwear and apparel for the sport and sneaker communities,' said Richard A. Johnson, chairman and CEO of Foot Locker. 'This close partnership will enable us to bring consumers even more unique, pinnacle products from iconic brands, as well as accelerate our push into apparel, adding a new dimension to our assortment and bringing more customers into our ecosystem.' adidas CEO Kasper Rorsted chimed in on the parntership as well, saying 'Consumers will be at the heart of this exciting collaboration and will be able to experience the Adidas brand and its key product franchises, as well as new product innovations, at Foot Locker, stronger than ever before.'

News of Foot Locker and Reebok's new partnership follows Foot Locker's inking of a partnership with Reebok that made them the exclusive retailer for Allen Iverson and Shaquille O'Neal products in the US this past February. These deals with adidas and Reebok follow in the footsteps of Nike announcing that it would offer a smaller product assortment to many of its large retail partners – an announcement that some media outlets erroneously took to mean that Foot Locker would not be stocking Nike products at all anymore. However, with less Nike than in the past, Foot Locker does have a product gap to fill and the deals with Reebok and adidas seem to be doing just that! Bringing Lorenzo further into the fold seems to be a sensible choice as well, with his Fear of God x New Era fitted caps already a top seller in the Foot Locker ecosystem.

Did you know that Jerry Lorenzo's Fear of God colabs have been rocked on-court during an NBA game? Check out the 10 weirdest non-basketball shoes worn during an NBA game by clicking here.

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