Both athletic giants will be ramping up their digital focus for the rollout of the Adidas partner program at Foot Locker to try to convey seamlessness to shoppers. ![]() ![]() That will call for teamwork in product development, exclusive positioning, shared marketing spending and premium positioning across Foot Locker’s portfolio with an emphasis on key cities and communities that both companies cater to. The strategy involves Adidas providing Foot Locker with a dedicated team to create an “elevated consumer experience” in stores and online. Ultra casual dress codes adopted by millions during the pandemic shutdown remain in place for many regardless if they are still working remotely or in offices and other areas of business. Foot Locker will also have an integral role in the launch of Adidas’ new sportswear product division that is geared more for lifestyle shoppers than hard-core athletic ones. Lifestyle and performance products will be in the mix including exclusive designs, as well as key Originals franchises like NMD, Superstar and Stan Smith. The expectation is that growth will continue, with $270 billion in revenues being the projection for 2028, according to Statista.Īdidas chief executive officer Kasper Rorsted noted in a statement how the brand is “deepening the partnership as it continues to execute its ‘Own the Game’ strategy.” With 61,000 employees globally, Adidas generated 21.2 billion euros in sales last year.įoot Locker’s chairman and CEO Richard Johnson highlighted how the “close partnership” will result in the retailer bringing “consumers even more unique, pinnacle products from iconic brands,” while accelerating its push into apparel and attracting more customers.” With about 2,900 stores in 28 countries, Foot Locker Inc.’s portfolio includes Foot Locker, Kids Foot Locker, Champs Sports, Eastbay, Atmos, WSS and Sidestep.įear of God founder and designer Jerry Lorenzo will lead the Adidas basketball range at Foot Locker. LootLocker MyLootLocker The plug and play backend for developers to build, ship, and run their best games. Last year alone, the global market for athletic apparel generated about $193 billion in revenue. A Closer Look at the NBA 2023 Season Tunnel Fits
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