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adidas and Foot Locker are turning up for sneakerheads and casual consumers. The Three Stripes announced today that it has partnered with Foot Locker to create a new shop-in-shop retail concept at select Foot Locker stores. The new initiative, called "The a Standard," highlights premium products from adidas' performance and lifestyle categories, including style, basketball, and running.

Each space will be equipped with interactive technology, which includes a touchscreen display, that will allow consumers to learn more about products and engage with adidas.

“Creating an exciting place for our customers to shop and buy is one of Foot Locker’s key initiatives,” said Stacy Cunningham, executive vice president of marketing for Foot Locker. “Designing a dedicated section in our store with adidas provides us a great opportunity to connect further with our customers by offering an elevated product assortment in an engaging and interactive environment with The a Standard.”

To start, the new retail concept will be set up at 28 Foot Locker stores throughout the U.S. including New York, Los Angeles, Chicago and Miami. The a Standard will kick off with the launch of the adidas Pure Boost "City Blur."