Foot Locker works alongside adidas to introduce the latest global project entitled the 'Asterisk' collective. This partnership celebrates individuals who stand out and encourage creativity through an empowering platform. The launch channels creative artists including Kid Cudi, H.E.R., Candace Parker, Patrick Mahomes, and Donovan Mitchell. The 'Asterisk' is the name and symbol of the project, meant to represent a community that bridges sport and creativity. The six aforementioned ambassadors represent the Asterisk narrative, evoking a sense of "courage, strength, and action." Each artist and athlete will debut a 'TRESC Run' model during their respective game and performances.
Andrew Gray of Foot Locker states that "it's our goal to empower youth culture through individuality and self-expression." Each ambassador represents different purposes and outlets that are true to the overarching story of the global project. Some examples include Kid Cudi's aim to highlight the role of creativity through music, design, and art, whereas H.E.R. aims to power her non-profit organization 'Bring the Noise' for under-served groups to have the opportunity to experience premium music programs.
Creativity-Empowering Platforms
adidas Partners with Foot Locker to Launch the Asterisk Collective
Trend Themes
1. Individuality and Self-expression - Opportunity for brands to create platforms that empower individuals to express their unique identities.
2. Creativity Bridging Sport and Art - Potential for innovative collaborations that combine the worlds of sports and creativity to inspire new forms of expression.
3. Empowering Under-served Groups - Room for disruptive innovation in providing access to premium programs and experiences for underprivileged communities.
Industry Implications
1. Sportswear and Athletic Brands - Opportunity for sportswear brands to partner with artists and athletes to create platforms that encourage creativity and self-expression.
2. Music and Entertainment Industry - Potential for musicians and performers to collaborate with brands and organizations to support under-served groups through creative programs.
3. Non-profit Organizations - Room for non-profit organizations to develop initiatives that provide access to premium music and art programs for underprivileged communities.