Mahomes, Candace Parker, Kid Cudi In Foot Locker, adidas Empowerment Campaign
Thursday, December 6, 2018 at 05:21PM
NYSportsJournalism.com in Ad Campaigns, Asterisk Collective, Candace Parker, Foot Locker, Kid Cudi, Patrick Mahomes, ad campaigns, adidas

NYSJ Sports-Entertainment Business News Service

December 6, 2018: Foot Locker and adidas are working with musicians Kid Cudi, Raury and H.E.R. and athletes Patrick Mahomes, Donovan Mitchell and Candace Parker for the launch of Asterisk Collective, described as a “platform empowering creative partners to make a difference in the world through their respective initiatives, positively impacting communities all over the world.”

The athletes and musicians were called “leaders in their communities who represent the identity” of the Asterisk Collective symbol, which “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.”

The effort will be supported by a dedicated footwear collection from adidas and community service by all of the Asterisk Collective members.

The campaign also includes a dedicated Web site and other digital, social media (#asteriskcollective) and POP.

"At Foot Locker, it's our goal to empower youth culture through individuality and self-expression," Andrew Gray, vp and chief merchandising officer for Foot Locker North America, said via the company.

"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."

Foot Locker and adidas said that each ambassador would debut the adidas Originals TRESC Run today (Dec. 6) at their respective concerts, games or events.

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."

According to Kelly Olmstead, vp-brand activation for adidas, “adidas is excited to partner with Foot Locker on the Asterisk Collective in order to empower creativity for positive change,”

Among the ambassador activation in 2019:

• 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 (Kansas City Chiefs, pictured) "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 (Utah Jazz) "will amplify his acts of kindness, inspiring others to join the movement and celebrate experiences that benefit the community."

• Candace Parker (Los Angeles Sparks) "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."

Foot Locker said that adidas Originals TRESC Run would be available exclusively at Foot Locker on Dec. 20.

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