Adidas and Fleet Feet: A Running Partnership to Inspire and Empower
Adidas and Fleet Feet, the largest franchisor of locally owned and operated run specialty stores in the U.S., have announced a new partnership to elevate grassroots running events across the country. This collaboration aims to create deeper and more personal connections for runners with the sport, while also growing interest in the Adidas brand.
The partnership will focus on community-driven events, storytelling, and best-in-class running products. According to Fleet Feet, Adidas has proven itself as a performance and purpose-driven brand, and this partnership will further solidify its position in the global running innovation space. The German sports brand has already demonstrated strong momentum in both competitive and recreational running events, with flagship models like the Adizero Adios Pro Evo 2, Adizero EVO SL, and Adizero Boston 13, supported by elite athlete performances at major marathons.
Eric Smith, Adidas' senior vice president for NAM Wholesale, emphasized the brand's commitment to being the best sports brand in the world, and how this partnership will allow them to connect with runners on a more meaningful level through product, experience, and community. The collaboration will expand beyond major marathons, regional races, and local events, bringing storytelling and shared marketing initiatives across Fleet Feet's retail and digital channels.
This partnership comes on the heels of a successful collaboration during the TCS New York City Marathon, where Adidas and Fleet Feet engaged with thousands of runners through expo activations and community experiences. With Adidas leading the way in footwear innovation and athlete partnerships, and Fleet Feet's grassroots expertise, this partnership is set to inspire and empower runners of all backgrounds and abilities.
The partnership also aligns with Adidas' broader strategy to grow its sportswear brand, as highlighted by CEO Bjørn Gulden. The company is focusing on footwear innovation and performance to create brand heat, and then expanding that success to apparel and performance products. This includes the highly anticipated Bad Bunny and Adidas collaboration, featuring the Bad Bunny x Adidas BadBo 1.0, as well as the upcoming rhinestone-detailed Adidas Samba release during the holiday 2025 season.
