Foot Locker brings brands, channels together in one loyalty program

Dan Berthiaume
Senior Editor, Technology
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Foot Locker Inc. is officially rolling out its new unified FLX membership program in North America.

Members of FLX receive rewards for shopping and engaging across all six U.S. Foot Locker brands - Foot Locker, Kids Foot Locker, Lady Foot Locker, Champs Sports, Footaction, and Eastbay. FLX, which has already launched in select European countries and will continue to expand to additional Foot Locker global regions, is free to join and offers free shipping on all orders with no minimums, although some exclusions may apply.

Members will earn 100 “XPoints” loyalty points per dollar spent in-store and online at all Foot Locker brands, and can also earn points by completing online activities such as surveys, shopping preferences, and connecting social media accounts. The program has three membership tiers: X1, X2 and X3, each providing additional benefits. Existing higher tier members of Foot Locker's legacy programs will receive 2,000 or 3,000 XPoints respectively, dependent on tier when migrating their membership account to FLX.

FLX also offers a centralized redemption center where members can redeem their XPoints for unique rewards. The center features exclusive experiences and offerings, with a user experience Foot Locker says it will update regularly. Other features include the ability to redeem points for “Head Starts” that can improve the chances of securing launch products via the Foot Locker, Footaction, and Champs Sports apps.

"I am so proud of our associates. An incredible amount of thoughtful planning has gone into building FLX, our new global membership program that continues to put our consumers top of mind," said Richard Johnson, chairman and CEO of Foot Locker Inc. "FLX rewards our customers for engaging and shopping across our family of brands by giving them exclusive access to great experiences, unique offerings and our most coveted products."