Foot Locker and adidas Partner to Launch Global Asterisk Collective, Celebrating Those Who Stand Apart
The * launch is celebrated by creative collaborators and standouts Kid Cudi, Patrick Mahomes, Donovan Mitchell, Candace Parker, Raury and H.E.R.
Like the collaborators, the * mark signifies the exception to the rule – in product design, talent and extraordinary contributions to community.
NEW YORK, Dec. 6, 2018 /CNW/ -- Foot Locker (NYSE: FL) today announced the launch of its new adidas Asterisk Collective, a platform empowering creative partners to make a difference in the world through their respective initiatives, positively impacting communities all over the world.
To celebrate the launch, Foot Locker and adidas tapped musicians Kid Cudi, Raury and H.E.R., and athletes Patrick Mahomes, Donovan Mitchell and Candace Parker as leaders in their communities that represent the identity of the Collective. Asterisk – The Collective's symbol – serves as an icon that signifies the coming together of sport, creativity and community, as well as the exception to the rule that marks those who stand out and make a difference.
These six initial creative partners represent the story and the integrity of the Collective, and in return, the Asterisk honors their courage, strength and action to stand out.
Each ambassador of creativity will debut the adidas Originals TRESC Run on Thursday, Dec. 6, simultaneously at their respective concerts and games. The adidas Originals TRESC Run will be the first of many sneakers to drop under the Asterisk Collective, representing how these standouts support their respective communities and empower others to be true to themselves.
"At Foot Locker, it's our goal to empower youth culture through individuality and self-expression," said Andrew Gray, Vice President and 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."
Looking ahead to 2019, adidas and Foot Locker will partner with the Asterisk Collective to make their mark, and empower ambassadors of creativity to spread positivity:
- Kid Cudi will provide the opportunity for kids to experience the healing powers that creativity can have, through outlets like music, art and design.
- Raury will bring music to communities to promote self-wellness, like hosting co-creating surprise outdoor concerts that benefit local communities.
- H.E.R. will fuel her non-profit "Bring the Noise Foundation" to provide access to high-quality music programs, top tier artists and mentorship for under-served communities.
- Patrick Mahomes will amplify his passion for inspiring hospital patients through sport and make an impact on a greater scale, like hosting sporting event viewing parties at local hospitals.
- Donovan Mitchell will amplify his acts of kindness, inspiring others to join the movement and celebrate experiences that benefit the community.
- Candace Parker will connect with young women across the country and inspire them to make the world a better place through equality, like creating an inspirational speaker series.
"adidas is excited to partner with Foot Locker on the Asterisk Collective in order to empower creativity for positive change," said Kelly Olmstead, VP of Brand Activation for adidas.
As part of Foot Locker's ongoing commitment to carrying the hottest footwear, the adidas Originals TRESC Run will be available exclusively at Foot Locker on Thursday, Dec. 20. The adidas Originals TRESC Run combines the bold graphic flame detailing with the era-specific adidas running legacy.
The Asterisk Collective is an example of cause transcending matter. adidas and Foot Locker hope that this emblem, carried by the TRESC Run today, becomes the unmistakable spearhead of a growing movement. The box features the asterisk symbol and the key colors representing the Collective. The adidas Originals TRESC Run will retail for $140 USD.
To learn more about Asterisk Collective, visit footlocker.com/AsteriskCollective and join the conversation on social using #AsteriskCollective, @footlocker and @adidasOriginals.
About Foot Locker
Foot Locker is part of Foot Locker, Inc. (NYSE: FL), a specialty athletic retailer that operates approximately 3,270 stores in 27 countries in North America, Europe, Asia, Australia, and New Zealand. Through its Foot Locker, Kids Foot Locker, Lady Foot Locker, Champs Sports, Footaction, Runners Point, Sidestep, and SIX:02 retail stores, as well as its direct-to-customer channels, including Eastbay.com, the Company is a leading provider of athletic footwear and apparel.
Additional information may be found at footlocker.com | Instagram: @footlocker | Twitter: @footlocker | YouTube: youtube.com/footlocker | Blog: unlocked.footlocker.com | Facebook: facebook.com/footlocker | App: iOS and Android
About adidas Originals
Inspired by the rich sporting heritage of adidas – one of the world's leading sports brands and a global designer and developer of athletic footwear and apparel – adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand's legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.
SOURCE Foot Locker, Inc.
Sarah Houseknecht, Foot Locker, [email protected], 212-720-4186, https://www.footlocker.com
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