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Puma and Foot Locker to Expand and Deepen Partnership

PUMA and Foot Locker are expanding their partnership, underscored by a focus on basketball and the creation of exclusive product collections that meet the demands of this growing next-generation market segment. The companies also plan to roll out creator engagements and brand partnerships that resonate with a younger audience.

“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,” states 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.”

Through this strengthened partnership, Puma and Foot Locker have planned a series of exclusive collections and product collaborations with ambassadors reaching Gen Z and Gen Alpha. Specifics include:

  • Expanding basketball and classics categories with continued exclusive access to the LaMelo Ball Signature program, which launched with the MB.02 in October with additional iterations launching later this month and in December;

  • Launching the first-ever Puma x Pokémon collaboration. Over the next six months, 400 Foot Locker, Champs Sports and Kids Foot Locker stores as well as the Puma NYC flagship will be transformed into Gyms and Poké Stops in Pokémon GO.

  • Puma x Paw Patrol, a new collection of sporty styles for kids will be available at exclusively at Kids Foot Locker and Foot Locker in North America starting Nov. 25.

  • Creating and launching athlete capsules with Mikey Williams.

  • Building exclusive product programs to be released in the coming months with social media star and music artist Dixie D’Amelio and hip-hop artist Cordae.

  • Launching Puma x CoComelon, a new collaboration coming out next spring and inspired by CoComelon’s favorite characters, which will create a connection with the younger generation available exclusively at Kids Foot Locker.

“We are very excited to build on our already strong partnership with Puma,” says Andrew Gray, executive vice president, Global Lockers and Champs Sports, Foot Locker, Inc. “By expanding and strengthening our collaboration with Puma, we continue to advance our strategy to diversify our product selection and bring new and innovative products to our consumers.”

Other aspects of the partnership include:

  • Adding hype drops and marketplace exclusivity through franchises, such as the RSX, shared marketing partnership investments and elevated in-store and online experiences for Puma and Foot Locker customers.

  • Investing in product creation and marketing to help support Foot Locker’s Leading Education & Economic Development (LEED) Initiative, the company’s commitment to invest in, amplify and empower the Black community, and Puma’s REFORM platform to drive social change.

Puma’s MB.02, the latest hoops shoe from the LaMello Ball collection.

The December 2022 Issue

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