Foot Locker stores to double as voter registration sites
Foot Locker wants to make sure its core Gen Z consumer base votes on Election Day.
The athletic footwear and apparel giant is partnering with the non-partisan Rock the Vote to install voter registration hubs at its 2,000-plus namesake stores along with its Champs, Sports, Footaction and Eastbay locations. Beginning next week, visitors to any U.S. stores operated by Foot Locker will have 'one-click' access to a digital hub where they can check their voter registration status, register to vote and sign-up for election reminders.
The partnership will leverage Foot Locker’s relationship with shoppers between the ages of 18 and 24. On Instagram alone, Foot Locker, Champs Sports, Footaction, and Eastbay have a cumulative following of 4.3 million consumers ages 18-24, the company noted.
"In a year marked with such uncertainty, amid a pandemic and social unrest, our country's future – and our collective role in shaping it – has never been more important," said Richard Johnson, chairman & CEO, Foot Locker. "At Foot Locker, our mission is to inspire and empower youth culture, so partnering with Rock The Vote was a natural fit to help educate and amplify the voices of today's youth."
In encouraging shoppers and employees to vote, Foot Locker joins a growing number of retailers who have also launched voting-related initiatives. Old Navy, for example, will pay its store employees who serve as poll workers on Election Day. J. Crew will close its namesake and Madewell stores, corporate offices distribution center and customer service center on Election Day to make sure its entire workforce has time to vote.
In addition to its consumer voting initiative, Foot Locker will provide flexibility to allow its corporate and store employees time to vote. The retailer will also provide its employees with access to a platform of extensive resources to ensure “they can cast their ballot with confidence.”
"At Foot Locker, Inc., we believe in the power of our people – more than 30,000 store and corporate team members across the country," said Frank Bracken, executive VP & CEO Foot Locker North America. "Now, more than ever, we are committed to uplifting and empowering our team by offering flexible voting hours and resources to encourage them to exercise their right to vote, and together, make a significant impact at the polls."
As of the end of August, Rock the Vote's platform had registered 870,000 new voters this year, compared to 826,000 registrations total in 2018. In the 2016 presidential election year, Rock the Vote's platform had registered 550,000.
Foot Locker operates a total of 3,100 stores in 27 countries. Its store banners include Foot Locker, Lady Foot Locker, Kids Foot Locker, Champs Sports, Eastbay, Footaction, Runners Point and Sidestep.