Foot Locker has reopened its midtown Manhattan store with a reimagined design, including a new concept that highlights the retailer’s commitment to basketball culture as well as an elevated Kids Foot Locker shopping experience.
This opening is Foot Locker’s latest move in its Lace Up Plan, which includes a reimagined store at Willowbrook Mall in Wayne, N.J. and in Paris. New stores in Melbourne and Delhi will open in the near future.
Getting on ‘Home Court’
At the center of the reimagined store is Foot Locker Home Court, designed to be a premier destination for multi-brand basketball brands. Home Court was developed in a partnership among Foot Locker, Nike and Jordan Brand, providing a curated experience built using:
- Customer-centric design principles: A visually striking space that includes street-inspired basketball elements and other storytelling elements;
- Immersive activations: Digital components of the store, such as a self-initiated vertical jump challenge called “The Clinic Digital Experience,” allow customers to test sneaker performance; and
- Enhanced technology: 3D scanning technology and other “fit tech” tools can help consumers find the perfect products and sizes.
In addition to Nike and Jordan Brand, Foot Locker Home Court features brand partners such as Adidas, PUMA, New Balance and Under Armour, among others.
“Foot Locker Home Court represents a pivotal advancement in how we connect with sneaker enthusiasts and elevate the basketball experience, in collaboration with our brand partners,” said Mary Dillon, President and CEO of Foot Locker in a statement. “Our reimagined 34th Street store aims to set the standard for excellence in omnichannel retail, in line with our Lace Up Plan and deeply rooted in sneaker culture.”
Elevating the Kids Foot Locker Brand
Kids Foot Locker’s reimagined space is designed to cater to all age groups and parents and features several interactive elements, including:
- Experiential activations to entertain children of all ages, as well as social spaces for capturing selfies;
- An interactive custom shoe scan experience, guided by a digital Striper (Foot Locker’s vernacular for store associates); and
- Elevated basketball merchandising and brand partner presentations to showcase its extensive selection.
