Foot Locker x adidas

Shop-in-Shop Strategy: “Own the Game”

In response to Nike’s pullback from wholesale, I helped lead brand strategy as adidas deepened its partnership with Foot Locker, launching a global shop-in-shop initiative to elevate presence across basketball, lifestyle, women’s, and kids’ categories.

The goal: make adidas the lead brand in Foot Locker’s ecosystem by building curated, immersive retail experiences — owned spaces that told the adidas story with clarity and cultural relevance. I worked cross-functionally with internal retail, product, and marketing teams to shape go-to-market plans, merchandising strategies, and brand storytelling for key shop-in-shop doors and flagship activations.

Results:

• Elevated adidas as Foot Locker’s lead basketball brand

• Strategic product segmentation across performance and Originals

• Exclusive storytelling + in-store experiences that boosted sell-through and brand equity

This work reimagined how retail partnerships can go beyond distribution — into true co-creation.