Foot Locker Opens Adidas NBA Shops

Foot Locker continued activating its official sponsorship of the National Basketball Association last month by conducting promotions around the league's All-Star Weekend and opening exclusive “Adidas NBA Shops” in Champs Sports stores.After teaming last fall with Take Two Interactive to host a sweepstakes that awarded a trip to Dallas to attend the NBA's annual All-Star Game, Foot Locker on its own staged a “Watch 3s, Win 10 Gs” sweeps from Jan. 14 through Feb. 12 that awarded a grand-prize $10,000.Entry was online with codes from game pieces earned with in-store or online purchases. The winning code was announced during TNT's live Feb. 13 broadcast of the "Foot Locker Three-Point Shootout," one of the All-Star Weekend events. In-store signage supported. (See Image at right.) Meanwhile, an instant-win component awarded a $100 store gift card daily during the promotional period. Entry was online or via text message. ePrize, Pleasant Ridge, MI, administered.In stores, the “Official NBA Shop at Champs Sports” debuted in 69 locations in February and will roll out to nationally before the start of the 2010-11 NBA season next October, according to a press release.“We've worked closely with Champs Sports and Adidas to create a dedicated space within each store that brings to life the excitement of the NBA,” said Chris Brennan, NBA senior vice president-sales development and retail marketing, in the release. Adidas is the league's official uniform and apparel provider.The shop consists of a dedicated wall display merchandising performance and lifestyle apparel that is framed by vertical banners using player imagery. The display also includes a replica NBA backboard and a hardwood floor graphic. (See Images/Gallery at right.) The inventory focuses on local teams and items representing the league's most popular players. Each season, Champs Sports will carry exclusive Adidas lines, beginning with a White/White collection this spring."The launch of the Official NBA Shop further strengthens our positioning in the mall as the destination for any die-hard sports fan,” Champs vp-marketing Rob Brodersen said in the release.The shops first hit select stores in Boston, Chicago, Cleveland, Dallas, Houston, Los Angeles, Miami, Orlando, Portland and San Antonio. Additional shops will open by May 1 in markets surrounding teams in the NBA playoffs.The NBA and Adidas will support the effort this spring with player appearances, social-media promotions and the launch of “fan experiences centered on fashion collections,” according to the release.In other recent exclusive activity from the same partners, Kids Foot Locker last month offered a free poster of the Orlando Magic's Dwight Howard and the Chicago Bulls' Derrick Rose with purchase of any basketball-related Adidas product. Stanchion signs supported. (See Image at right.) Howard and Rose, who endorse the Adidas TS Supernatural shoe line, and Paul Pierce of the Boston Celtics were among the players making promotional appearances at Dallas-area Foot Locker stores during All-Star Weekend.Elsewhere, Champs Sports last month began showcasing Adidas' Adicolor collection with upfront displays, banners and dedicated wall units that contain video monitors airing product information in some stores. (See Images/Gallery at right.) Introduced in 1983 and updated in 2006, the Adicolor line consists of customizable footwear and apparel.Other Promotional ActivityIn January, Foot Locker staged a “Cash for Kicks” sweeps via the multiple media assets of CBS Outdoor, including billboards, transit ads, websites and in-store TV at approximately 4,000 GameStop locations. The sweeps awarded a grand-prize $10,000 and hundreds of secondary prizes. Consumers entered the sweeps through CBS Outdoor's txt2go mobile marketing program, which delivered a code to consumers who texted "Kicks" to a promotional number. The codes had to be validated at a Foot Locker store. Entrants also received a mobile coupon and could opt in for future text-message promotions.Foot Locker used CBS Outdoor for a previous “Cash for Kicks” campaign staged in late-summer 2009.Elsewhere, Lady Foot Locker is using banners, window displays and upfront racks to promote exclusive EasyTone shoes from Reebok. (See Image/Gallery at right.)Financial PerformanceSales in fiscal 2009 (ended Jan. 30) were $4.9 billion, a decrease of 7.3%. Comparable-store sales fell 6.3%. In the fourth quarter, sales increased 0.6% to $1.3 billion (but declined 2.9% after adjusting for foreign currency fluctuations), while comps declined 2.3%.Store GrowthNew York-based Foot Locker operates 2,760 stores in the U.S. The total includes 1,171 flagship stores, 415 Lady Foot Lockers, 301 Kids Foot Lockers, 552 Champs Sports outlets, 319 Footaction stores and two CCS locations.In fiscal 2009, the company opened 38 stores, remodeled or relocated 158, and closed 179.

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