PUMA, Foot Locker Expand Relationship

Deal will allow both parties to focus on items targeting Gen Z and Gen Alpha.
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License Global

November 16, 2022

The MB.02.
The MB.02.PUMA

PUMA and

Foot Locker

have announced an expanded partnership, underscored by a focus on basketball and the creation of exclusive product collections that meet the demands of this growing next-generation market segment. The companies also plan to roll out hyper-relevant creator engagements and brand partnerships that specifically resonate with a younger audience. 

“PUMA’s long-standing relationship with Foot Locker has played an instrumental role in our ability to drive innovation and push the boundaries of sports, fashion and technology globally,” says Bob Philion, president, PUMA North America. “Our enhanced partnership not only provides us with additional opportunities for collaboration and growth, but it will enable us to provide even greater experiences and inclusion for our evolving customer base around the world.” 

Through this strengthened partnership,


and Foot Locker have planned a series of exclusive collections and product collaborations with highly influential ambassadors reaching

Gen Z and Gen Alpha. Specifics include: 

  • Expanding the basketball and classics categories with continued exclusive access to the LaMelo Ball Signature program, which launched with the MB.02 in October with additional iterations launching later this month and in December

    • Launching the

      first PUMA x POKÉMON

      collaboration. PUMA and Foot Locker partnered with The Pokémon Company International and Niantic, publisher of Pokémon GO, to turn 400 Foot Locker, Champs Sports and Kids Foot Locker stores across the U.S. and the PUMA NYC Flagship store into Gyms and Poké Stops in Pokémon GO

      • PUMA x “PAW Patrol,”

        a new collection of styles for kids

        • Creating and launching upcoming athlete capsules with Mikey Williams

          • Building exclusive product programs to be released in the coming months with social media star and music artist, Dixie D’Amelio, and hip-hop artist, Cordae

            • Launching PUMA x CoComelon, a new collaboration coming out next spring inspired by CoComelon’s characters

              “We are very excited to build on our already strong partnership with PUMA,” says Andrew Gray, executive vice president, global lockers and Champs Sports, Foot Locker. “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.”  

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