Fleet Feet and Adidas have a new partnership as they continue to build on their successful collaborations, such as the recent TCS New York City Marathon earlier this month.
Fleet Feet, the largest franchisor of locally owned and operated run specialty stores in the U.S., said the two will “elevate grassroots events” across the country, creating opportunities for runners to engage with the sport on a deeper and more personal level. These activities also help Adidas grow interest in the brand from runners who attend the events.
“Together, the two companies will inspire and empower runners of all backgrounds and abilities through community-driven events, storytelling and best-in-class running products,” the franchisor said of its newest vendor partner.
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“Adidas has asserted itself as a formidable force in running through product innovation and athlete partnerships, and we’ve seen tremendous growth in customer interest in the brand,” Joey Pointer, Fleet Feet’s president and CEO, said. “of Fleet Feet. “Adidas has proven itself to be both a performance and purpose-driven brand, and we’re excited to launch our partnership.”
Fleet Feet noted the strong momentum the German sports brand has capture at both competitive and recreational running events. It also noted flagship models — such as the Adizero Adios Pro Evo 2, Adizero EVO SL and Adizero Boston 13 — that have solidified the brand’s position in the global running innovation space, supported by headline performances from elite athletes at major marathons. “With an unwavering commitment to excellence, the brand continues to push the boundaries of what’s possible in the sport,” the franchisor said.
“With a commitment to being the best sports brand in the world, helping athletes achieve their best through running innovation is at the core of who we are,” Eric Smith, Adidas’ senior vice president, NAM Wholesale, said. “Our partnership with Fleet Feet will allow us to connect with runners in more meaningful ways through product, experience and community.”
Fleet Feet’s new vendor partnership follows their NYC Marathon collaboration, where the two engaged with thousands of runners through expo activations and community experiences. The franchisor said the two will expand their joint efforts at major marathons, regional races and local events to bring storytelling — shared marketing initiatives — across Fleet Feet’s retail and digital channels.
Adidas CEO Bjørn Gulden said over the summer that company leads with footwear in order to grow the sportswear brand.
“We create brand heat on lifestyle footwear. We then roll it over to apparel and performance,” Gulden said on a conference call to investors following the brand’s second quarter earnings report. He also said the company is looking to grow its performance business, which includes running.
Last month, a photo leaked of what appears to be a sample of the Bad Bunny and Adidas collaboration featuring the superstar’s first original signature sneaker silhouette, Bad Bunny x Adidas BadBo 1.0. Also last month, it was learned that a rhinestone detailed Adidas Samba will be released at retail during holiday 2025.
