To counter Nike’s shrinking sales Foot Locker aims to promote Adidas’ products in its retail chains. The retailer plans to triple Adidas’ sales of sneakers and other items at its stores. The two companies will target over $2 billion in retail sales by 2025, enabling Adidas to generate up to €100 million ($105.41 million) more in revenues this year. The collaboration will include product allocation and shared marketing spend. It will focus on key Orginals franchises including NMB, Superstar and Stan Smith.

The retail chain also aims to reduce Nike’s product share in its store from the current 70 per cent to 60 per cent in 2022. With more than 2,500 stores across the world, Foot Locker is a leading global athletic footwear and apparel retailer. Since 1975, the company has become an icon in the global street culture, sneaker scene and athletic lifestyle. Its longstanding collaborations with biggest brands enables it to offer the latest products to consumers.