First Look: Champs Sports unveils reimagined store concept
Champs Sports has debuted a new retail experience designed to embody its “Sports for Life” brand platform.
The retailer, part of Foot Locker Inc., which in May entered into a deal to be acquired by Dick’s Sporting Goods, unveiled the new format in two locations: Brandon Exchange in Tampa, Fla.; and Washington Square in Portland, Ore. Champs said it plans to scale the reimagined concept with additional stores.
The redesigned stores reflect Champs' commitment to blending sport and everyday life to deliver a redefined retail experience, the company said. (The Brandon Exchange location is close to St. Petersburg, Fla., where Foot Locker will soon open its new global headquarters.)
Offering an elevated product assortment of multi-brand apparel, footwear and accessories, the new format is flexible and boasts enhanced functionality, allowing for ease of merchandising and the reimagining of product displays over time. The storefront is branded to immediately communicate "Sport For Life" inspiration through elevated digital storytelling.
Inside, product storytelling comes to life through elevated presentation walls and digital displays. High-impact visual displays showcase brands with an emphasis on outfit-building, Elevated fitting rooms are located nearby. Key accessory zones in the back of the store complete the look, offering a cohesive style journey.
To further enhance the customer experience, store employees will be equipped with improved tools to assist customers. The digital integration includes measuring tools with 3-D scanning technology that helps customers achieve a precise fit and multiple omnichannel touchpoints for a seamless, head-to-toe shopping experience.
Central to the new store concept is the expanded focus on Champs Run Club — an in-store and nationwide program promoting movement and inclusivity through running. Dedicated men's and momen's “Run Club” areas encourage connection and provide curated assortments in an effort to make running more accessible and encourage an active lifestyle. In-store fixtures highlight performance running products and tailored assortments to serve the needs of local running communities.
"The reimagined store concept redefines what the Champs Sports in-store shopping experience can be, enhancing every step of the customer journey,” said Tony Aversa, senior VP and general manager of Champs Sports. "Tampa and Portland are dynamic markets making them ideal locations to unveil a new store experience that reflects our brand ethos. The concept also strengthens our "Sport For Life" brand platform to connect sport to life in an innovative way that continues to engage with the communities we serve."
Foot Locker operates approximately 2,400 retail stores in 20 countries across North America, Europe, Asia, Australia, and New Zealand, and has a licensed store presence in Europe, the Middle East and Asia.
