“The a Standard” is a new shop-in-shop retail concept that will carry premium products from both adidas’ sport and lifestyle collections. Exclusively at Foot Locker locations, "The a Standard" will feature an on going rotation of products from adidas integrated with interactive technology and a dynamic touch screen delivering in-depth information about the product.

A kind of “store within a store” experience consisting of interactive technology and touchscreen displays, providing customers with detailed product facts, useful customer reviews, 3D images, and performance features of the most premium adidas shoes and apparel available in the Foot locker stores and online.

“The a Standard” is currently presented in 28 locations across the country including New York, New Jersey, Portland, Los Angeles, Chicago, Atlanta, Houston, Miami, Philadelphia, Washington DC, and Minneapolis.

“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" experience”, commented Stacy Cunningham, executive vice president of marketing for Foot Locker.

By taking advantage of the power of touchscreen technology in-store, Foot Locker is focusing on the empowerment of customers offering them the possibility to learn more about the products in offer. Immediate advantages of the interactive display technology is the ability to grab customer’s attention, while creating improved customer satisfaction. This is expected to result in increasing sales and in-store traffic (as brand loyalty with customers develops). The technology also has the ability to collect analytic data of most-popular viewed items, and most requested information— enabling the retailer to act on inventory adjustments and anticipate buyer actions.