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First Look: Foot Locker unveils ‘store of the future’

Foot Locker
Foot Locker debuted its "store of the future" concept at Willowbrook Mall. (Photo: Foot Locker, Inc.)

Foot Locker  has reinvented its store footprint with a new immersive concept designed to deliver an elevated shopping experience and demonstrate the brand’s leadership position in sneaker culture

The athletic footwear giant's "store of the future" format, which debuted at Willowbrook Mall in Wayne, N.J., features a streamlined, easier-to-shop layout, a more modern and distinctive environment, digital fixtures and other technological advances. The storefront has also been revamped with a bolder look.

The Willowbrook site is the first of five ‘store of the future” locations Foot Locker plans to open this year, with additional ones including the brand's 34th Street flagship in New York City, which will also introduce a reimagined Kids Foot Locker experience. It  is scheduled to open this summer, with an opening date to come.

In addition, the concept will open in Paris, in time for the Summer Olympics, and in Melbourne, Australia. An opening is also set for Delhi, India. It will be Foot Locker's first store in the country.

In addition, Foot Locker plans to incorporate learnings from the new concept into its store refresh program. Through the initiative, approximately two-thirds of global Foot Locker and Kids Foot Locker doors will be refreshed by year-end 2025. 

New Concept

The highlights of the new format include a communal try-on area and a “sneaker hub” offering specialized lacing and other customization options. Other features include an upfront “drop zone” section that spotlights Foot Locker's latest sneaker releases and trending products. 

The design put more emphasis on brand storytelling that enhances product presentations, allowing customers to better understand features and benefits — and find products faster.

The update extends to the chain’s store associates, or “Stripers," whose signature uniforms have been refreshed. They are also now equipped with digital technology that gives them insight into omnichannel inventory availability, providing customers with multiple fulfillment options and transforming the in-store checkout journey.

"Our new store concept cements Foot Locker's position as the leader in sneaker culture by offering an engaging, cutting-edge shopping experience for the sneaker passionate," said Mary Dillon, president and CEO. "As we continue progressing against our Lace Up Plan, this inventive retail experience delivers on our promise to power up the portfolio, while providing an unparalleled, omni-focused customer experience."

The new store concept is key pillar Foot Locker’s “Lace Up Plan,” which includes the reshaping of the chain’s real estate footprint by opening new formats and shifting off mall,

"After nearly 50 years, Foot Locker continues to be the beating heart and global home for all things sneakers," said Frank Bracken, executive VP and chief commercial officer. "Building on our sustained momentum, we're thrilled to bring our revitalized store expression to our customers across the globe, inspiring them to shop top brands and unlock their inner sneakerhead with the help of our iconic Stripers."

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