Adidas and Foot Locker Partner on New Shop-in-Shop

Adidas isn’t wasting any time in creating the fuller product experiences in store that new President of North America Mark King hailed as key in his interview with Footwear News.

The Portland, Ore.-based athletic firm announced today that it had partnered with New York-based Foot Locker on a new Adidas space at Foot Locker called “The A Standard.”

The shop-in-shops — which rolled out over the past three weeks in 28 locations including New York, Los Angeles, Philadelphia, Chicago and Atlanta — will feature footwear and apparel from the brand’s sport performance in basketball and running, as well as its sport style lines. The space will also include touchscreens and interactive displays that let consumers learn more about featured products.

“The A Standard is … a commitment to deeper, richer storytelling in-store,” Adidas America head of retail marketing Tony Kaplan told FN via email. “Our focus has been on building a platform to celebrate our product launches in a more meaningful and impactful way for the Foot Locker consumer.”

“Designing a dedicated section in our store with Adidas provides us a great opportunity to connect further with our customers by offering an elevated product assortment in an engaging and interactive environment,” Stacy Cunningham, EVP of marketing for Foot Locker, said in a release.
And expect to see the shop-in-shops grow over the next year, Kaplan said.

“The 28 doors where The A Standard lives are some of Foot Lockers’ best and most visible locations. Currently, our plan is to expand [down the line] into other major metropolitan centers where we see growth opportunities,” he said.

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