The companies will roll out hyper-relevant creator engagements and brand partnerships that specifically resonate with a younger audience. Through this strengthened partnership, Puma and Foot Locker have planned a series of exclusive collections and product collaborations with highly influential ambassadors reaching Gen Z and Gen Alpha, Puma said in a media statement.
Germany’s Puma and New York-based specialty athletic retailer Foot Locker have announced an expanded 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. Puma designs, develops, sells, and markets footwear, apparel and accessories.
The partnership will expand the basketball and classics categories with continued exclusive access to the LaMelo Ball Signature programme, which launched with the MB.02 in October, 2022, with additional iterations launching soon. Puma and Foot Locker are partnering with The Pokémon Company and Niantic, publisher of the popular Pokémon GO mobile game, to turn, for the next six months, 400 Foot Locker, Champs Sports, and Kids Foot Locker stores across the US and the Puma NYC Flagship store into Gyms and Poké Stops in Pokémon GO. Foot Locker, Champs Sports, & Kids Foot Locker are the exclusive destination in North America for the Puma x Pokémon collaboration, available now.
Puma x Paw Patrol, a new collection of playful and sporty styles for kids will be available exclusively at Kids Foot Locker and Foot Locker in North America. The company is also launching Puma x CoComelon, a new collaboration coming out next Spring and inspired by CoComelon’s favourite characters, which will create a close connection with the younger generation available exclusively at Kids Foot Locker.
In addition to building hyper-relevant creative partnerships and product collections, Puma and Foot Locker will continue to advance shared marketplace opportunities, which 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; and 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 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. 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,” Bob Philion, president of Puma North America, said.
“We are very excited to build on our already strong partnership with Puma. 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,” Andrew Gray, executive vice president, Global Lockers and Champs Sports, Foot Locker, said.
Fibre2Fashion News Desk (GK)
