The Athlete’s Foot launches neighborhood store concept

The Athlete’s Foot is going local.

The specialty footwear chain unveiled its new "neighborhood" concept store, opening a location at Atlantic Station in midtown Atlanta. The format is designed to elevate the consumer experience while continuing to drive hyper-localized product assortment and community engagement efforts.

In addition, The Athlete’s Foot is increasing its apparel presentation with the introduction of new brand partnerships with Polo Sports, Sergio Tacchini, PRPS and other streetwear brands.

Along with the Atlanta location, the new concept is now open in Dallas, with a third location set to open in Greenville, S.C. Five stores will be converted to the format in June, followed by five more in September,  with two new stores opening in December, reported Footwear News. 

According to the report, the concept targets neighborhood centers and commuter hubs prioritizes underrepresented communities that are at least 30% African American or another minority.

The Athlete’s Foot was acquired by Arklyz Group AG from Intersport International Corp. in July 2021.

"We are thrilled to open our first neighborhood store in our hometown of Atlanta, the heart of the south's streetwear and sneaker culture,” said Matt Lafone, president and general manager of Americas. “Our new store concept will pay tribute to the city's character and our deep southern roots while showcasing local brands and designers and will serve as a hub for community-based events and philanthropic initiatives.

The Athlete's Foot sneaker and streetwear chain has 550 stores and e-commerce shops in 30-plus countries. Its global headquarters are located in Stans, Switzerland, and in Atlanta, in the United States.