Following Adidas’ increased collaboration with the retailer after Nike’s gradual exit from Foot Locker earlier this year, Puma is now also massively stepping up its collaboration with the New York-based sports retailer with some promotions designed specifically for a younger demographic. The two companies announced an expanded partnership, highlighted by a focus on basketball and the creation of exclusive product collections that meet the needs of this growing next-generation market segment.
As part of this partnership, Puma and Foot Locker have planned a series of exclusive collections and product collaborations with highly influential ambassadors that reach Gen Z and Gen Alpha. This includes the expansion of the basketball and classic categories with further exclusive access to the LaMelo Ball Signature program, which launched with the MB.02 in October and will launch additional iterations later in November and December. Additionally, it includes the launch of the first-ever Puma x Pokémon collaboration, which will transform 400 Foot Locker, Champs Sports and Kids Foot Locker stores in the U.S., as well as the Puma NYC flagship store, into gyms and Pokéstops in Pokémon GO over the next six months. Another collaboration is the launch of a new Puma x Paw Patrol™ collection of playful and sporty styles for kids. Other collaborations include the development of athlete capsules with Mikey Williams; exclusive product programs to be released in the coming months with social media star Dixie D’Amelio and hip-hop artist Cordae; and the launch of Puma x CoComelon, a new collaboration that will be available exclusively at Kids Foot Locker next spring.
“Puma’s long-standing relationship with Foot Locker has played an instrumental role in our ability to drive innovation and push the boundaries of sports, fashion, and technology globally,” said Bob Philion, president of Puma North America. “Our enhanced partnership not only provides us with additional opportunities for collaboration and growth, but it will enable us to provide even greater experiences and inclusion for our evolving customer base around the world.”
In addition to building creative partnerships and product collections, Puma and Foot Locker will continue to drive joint market opportunities that include: Adding hype drops and marketplace exclusivity through franchises like RSX, joint investments in marketing partnerships and enhanced in-store and online experiences for Puma and Foot Locker customers; and investing in product development and marketing to support Foot Locker’s Leading Education & Economic Development (LEED) initiative, the company’s commitment to invest in, empower and encourage the black community, and Puma’s Reform platform to drive social change.
