Adidas, Foot Locker Launch Empowerment Campaign

Foot Locker has launched the Adidas Asterisk Collective, a cause platform that honors and empowers popular athletes and musicians to make a difference in the world through their respective initiatives.

The initiative boasts musicians Kid Cudi, Raury and H.E.R., along with professional athletes Patrick Mahomes, Donovan Mitchell and Candace Parker. Regarded as leaders in their communities, these individuals represent the identity of the Collective. 

Asterisk, the Collective’s symbol, acts as an icon that represents the coming together of sports, creativity and community. It also signifies the exception to the rule that characterizes people who stand out and make a difference.

“It’s our goal to empower youth culture through individuality and self-expression,” said Andrew Gray, chief marketing officer of Foot Locker North America. “By partnering with Adidas … 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 of the next generation.”

On Dec. 6, each ambassador simultaneously debuted the adidas Originals TRESC Run shoe at their respective concert or game. This sneaker model will be the first of many to be linked to the Asterisk Collective, representing how these celebrities support their communities and empower others. The product, which combines bold, graphic flame detailing with the era-specific Adidas running legacy, will be available exclusively at Foot Locker starting Dec. 20. It will retail for $140.

In 2019, the Asterisk Collective ambassadors will continue to inspire others through endeavors such as:

  • Kid Cudi will help kids experience the healing powers that creativity can have through outlets like music, art and design. 
  • Raury’s will stage surprise outdoor concerts to benefit local communities. 
  • H.E.Rwill engage her non-profit "Bring the Noise Foundation" to provide access to high-quality music programs, top artists and mentorship for underserved neighborhoods. 
  • Patrick Mahomes will inspire the sick and injured by hosting sports viewing parties at local hospitals.