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Dive briefs:
- Seeking to fill the gap left by Nike, Foot Locker has expanded its partnership with Puma to focus on basketball products and launch an exclusive collection. According to Monday’s press releaseFoot Locker will maintain exclusive access to PUMA’s Lamelo Ball Signature Program through the deal.
- The pair are teaming up on products aimed at Gen Z and Gen Alpha consumers. This includes the Puma x Paw Patrol Collection, the Puma x Pokemon Collection and the Puma x CoComelon Collaboration. All of these are exclusive to Foot Locker. Hip-hop artist Cordae and social media influencer and music artist Dixie D’Amelio are set to launch an exclusive product program on her Foot Locker in the coming months.
- The two companies will also collaborate on product drops, marketing initiatives, and enhanced in-store and online shopping experiences.
Dive Insight:
Foot Locker deepened its relationship with Puma as Nike moved away from the sportswear retailer. Foot Locker in February Nike, the retailer’s largest supplier, reduced its existence But Footlocker’s then-CEO Dick Johnson said the two companies maintained a strong relationship and the shift would give Footlocker the opportunity to diversify its product range.
Since then, Footlocker has Contracts with Reebok and Adidas You can bring more products from those brands into your stores.A stronger adidas partnership including long-term contracts Expand women’s, children’s and apparel products available in Foot Locker stores. Johnson said in May that the company’s diversification efforts were “doing very well.”
Foot Locker’s Executive Vice President, Global Lockers and Champs Sports, Andrew Gray said in a statement: “By expanding and strengthening our cooperation with PUMA, we continue to advance our strategy to diversify our product options and provide consumers with new and innovative products.”
The collaboration will be launched with a focus on Pokémon collections. The retailer turned Puma New York City flagship store into 400 Foot Locker, Kids Foot Locker and Champs Sport stores nationwide. Pokemon GO Gyms and PokéStops To promote Puma’s Pokemon-themed merchandise.