Foot Locker, Adidas begin joint promotion
Retail chain Foot Locker and apparel company Adidas have begun a joint international promotional initiative called the "Global Asterisk Collective." The effort is intended to provide support to creative individuals in their efforts to improve their communities. At launch, the initiative includes the participation of musicians Kid Cudi, Raury and H.E.R., as well as athletes Patrick Mahomes, Donovan Mitchell and Candace Parker. The six will serve as spokespersons for the program and examples of community activities. The initiative will also be used to promote a new running shoe called the Adidas TRESC Run.
"At Foot Locker, thes our goal to empower youth culture through individuality and self-expression," said Andrew Gray, chief merchandising officer for Foot Locker North America. "By partnering with Adidas to launch the Asterisk Collective, we're fusing our shared values and hoping to inspire others to make their mark, whether that's giving back to the local community or encouraging the creative passion points of the next generation."