Foot Locker deepens its partnership with Puma to guarantee a more exclusive product

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Diving brief:

  • Aiming to fill the void left by Nike, Foot Locker expands partnership with Puma focus on basketball products and introduce exclusive collections, according to a Monday press release. Foot Locker will retain exclusive access to Puma’s LaMelo Ball Signature program as part of the agreement.
  • The pair team up on products aimed at Gen Z and Gen Alpha consumers, including a Puma x Paw Patrol collection, a Puma x Pokemon collection and a Puma x CoComelon collaboration, all exclusive to Foot Locker. Hip-hop artist Cordae and social media influencer and music artist Dixie D’Amelio will launch exclusive merchandise programs at Foot Locker in the coming months.
  • The two companies will also work together on product launches, marketing initiatives and an enhanced in-store and online shopping experience.

Overview of the dive:

Foot Locker has deepened its relationship with Puma as Nike moves away from the sportswear retailer. In February, Foot Locker revealed that Nike, the retailer’s largest supplier, reduced its presence with the chain of stores and focusing on its direct-to-consumer strategy, but Dick Johnson, then-CEO of Foot Locker, said the two companies would maintain a strong relationship and the change would give Foot Locker a chance to diversify its assortment.

Since then, Foot Locker has signed agreements with Reebok and Adidas to bring more products from these brands to stores. The strongest Adidas partnership included a long term agreement to develop the women’s, children’s and apparel products sold in Foot Locker stores. Johnson in May says diversification efforts were doing “exceptionally well”.

“We are very pleased to build on our already strong partnership with Puma,” said Andrew Gray, executive vice president of Global Lockers and Champs Sports at Foot Locker, Inc, in a statement. “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.”

The collaboration kicks off with a focus on the Pokemon collection: retailers have transformed Puma’s flagship product in New York, as well as 400 Foot Locker, Kids Foot Locker and Champs Sports stores across the United States, at Pokemon Go Gyms and PokeStops to promote Puma’s Pokemon-themed merchandise.

James T. Quintero