Foot Locker, a leading global retailer of athletic footwear and apparel, has unveiled its latest store concept in partnership with Nike and Jordan Brand. This innovative retail experience, dubbed “Home Court,” is designed to celebrate basketball culture and offer an immersive shopping journey for sneaker enthusiasts. The reimagined store, located in Manhattan’s Herald Square, spans 13,000 square feet and features a range of digital enhancements and interactive elements that set a new standard for retail excellence.
The “Home Court” area is a standout feature of the store, developed in collaboration with Nike and Jordan Brand. This dedicated space highlights Foot Locker’s extensive assortment of basketball sneakers, showcasing the central role of basketball in sneaker culture. Customers can engage in immersive experiences such as a digital vertical jump challenge and enhanced 3D foot-scanning technologies to ensure the perfect fit. While Nike played a significant role in developing “Home Court,” the area also features products from other prominent brands like adidas, PUMA, New Balance, and Under Armour.
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Frank Bracken, Foot Locker’s chief commercial officer, expressed enthusiasm about the new concept, stating, “With the introduction of our new Foot Locker ‘Home Court’ in partnership with Nike and Jordan Brand, this location sets a new benchmark. We take immense pride in bringing this innovative experience to the heart of New York City, a space designed to serve families, inspire sneaker enthusiasts, and honor the spirit of basketball culture.”
In addition to the “Home Court,” the Herald Square store debuts the chain’s new Kids Foot Locker experience. This section includes an activity table, a kid-friendly custom shoe scan station, and an elevated selection of basketball merchandise tailored for younger customers. The store’s overall design incorporates a communal shoe try-on area and digital enhancements to elevate the shopping experience.
The reimagined store is part of Foot Locker’s broader plan to refresh its entire existing and future store fleet, aligning with its strategic Lace-Up plan revealed in March 2023. This initiative includes the closure of over 400 underperforming stores while expanding the WSS brand to over 300 locations. Foot Locker has already opened reimagined stores in Willowbrook Mall in Wayne, N.J., and Paris, with plans to open another in Melbourne, Australia, in October. The company is also partnering with its India operator, Metro Brands, to open its first Foot Locker store in Delhi.
Foot Locker‘s commitment to innovation and customer experience is evident in its recent financial performance. In May, the company reaffirmed its outlook for the full year of 2024 after reporting better-than-expected earnings per share for the first quarter. The company is set to report earnings for the second quarter next week, further underscoring its strategic initiatives and market position.
