MUMBAI: New York-based athletic specialty retailer Foot Locker, Inc. has announced the launch of one of its major back-to-school initiatives with Adidas.

The "Garnett," the first signature shoe of NBA player - Kevin Garnett (KG) of the Minnesota Timberwolves, is advertised exclusively at Foot Locker and Champs Sports. Reflecting Garnett's creative input in both function and fashion, the shoe releases with two distinct styles, a performance model, the Garnett, as well as two off-court versions - the KG Attitude Mid and KG Attitude Low.

"Both casual and performance product are key during the back-to-school season," said Foot Locker, Inc senior vice president strategic marketing Stacy Cunningham. "We're excited to partner with Adidas to offer the consumer the newest in style, fashion and technology."

The Garnett performance shoe released 21 July for $100, followed by the KG Attitude Mid for $75 and KG Attitude Lo for $70 on 13 August. All shoes will be available in two colourways, white, blue and black, silver.

The shoe launches are supported by a fully integrated ad campaign created by 180/TBWA San Francisco including TV, print, and Internet. The campaign illustrates KG's role as team leader and his commitment to his teammates, fans and family, in both his professional and personal life. The TVCs will air mid-July through mid-August on NBC, FOX, WSPN, MTV and Comedy Central.

Adidas Originals, known for their classic and clean styling, are important all year, and especially at back-to-school. Rolling out to Lady Foot Locker stores throughout July and August in exclusive colourways is the Somoa, part of Adidas' Heritage collection.

On the women's performance side is the Metaphor, a running shoe selling for $80 at Lady Foot Locker. It's available in silver, diva pink with the exclusive "Hot Shot" apparel collection.

Both Lady Foot Locker packages are supported with television ads, which are created by AKA Advertising, New York and will be on MTV, BET, VH-1, E!, and networks in spot markets.