Foot Locker’s Hoops haven housed in Harlem
NEW, YORK —At first glance, Harlem’s 125th Street House of Hoops by Foot Locker appears to be a museum dedicated to basketball. The entrance is lined with a row of poster-sized, framed photos of basketball players with roots to Harlem. Next to it, a glass case contains exclusive sneakers, specifically designed by Nike, that are worn by NBA players on the court.
Only when one sees the neatly merchandised sweatshirts, shorts and shoes, is it clear that House of Hoops is a mecca for basketball apparel. The store-within-a-store format caters to a variety of customers with Nike products that include the Jordan Brand and Converse. Each section has its own personality—be it lifestyle apparel or the VIP Area decked out with leather armchairs, magazines and a 65-inch TV screen.
In addition to everyday basketball product and footwear, House of Hoops sells limited edition performance shoes worn by Kobe Bryant, Jason Kidd and Kevin Durant. Future styles will include sneakers created for LeBron James and Dwyane Wade.
“House of Hoops is a hub for all things basketball and a new home for consumers who live and breathe the game,” Charlie Denson, president of the Nike brand, said in a statement. “It’s the ultimate basketball store. House of Hoops offers a stellar line-up of performance and basketball-inspired footwear, apparel and equipment from the game’s biggest names, meeting the needs of the everyday player.”
By teaming up with local high schools, the retailer supplies products relevant to neighborhood basketball teams. Furthermore, a screen at the front of the store broadcasts high school basketball game schedules.
Nike and Foot Locker plan to open 50 House of Hoops stores in the next three years. Basketball lovers can expect to see the stores nationwide, including Los Angeles, Chicago, Houston and Las Vegas locations. These stores will be a combination of new and existing Foot Locker stores.