Foot Locker has recently reopened its Manhattan Herald Square store on 34th Street after a major renovation, marking the next step in its retail refresh initiative. The revamped 13,000-sq.-ft. store features a modern design and layout, complete with a communal shoe try-on area, digital enhancements, and a “sneaker hub” to aid in personalization. The highlight of the new store concept is the introduction of “Home Court,” a designated area developed in partnership with Nike and Jordan Brand that showcases Foot Locker’s extensive selection of basketball sneakers.
The “Home Court” area boasts a storytelling-focused design that highlights the significance of basketball in sneaker culture. Customers can immerse themselves in interactive experiences, including a digital vertical jump challenge and enhanced 3D foot-scanning technologies to ensure the perfect fit. While Nike and Jordan Brand are the primary partners, the area also features products from other prominent brands such as adidas, PUMA, New Balance, and Under Armour.
Frank Bracken, Foot Locker’s chief commercial officer, expressed his excitement about the new store 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.” The company aims to bring this innovative experience to the heart of New York City, catering to families, sneaker enthusiasts, and basketball fans alike.
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The Herald Square store also debuts the new Kids Foot Locker experience, featuring an activity table, a kid-friendly custom shoe scan station, and an elevated selection of basketball merchandise for kids. This revamped store concept is part of Foot Locker’s broader plan to refresh its entire existing and future store fleet, as outlined in its strategic Lace-Up plan revealed in March 2023.
The company has already begun rolling out this new concept, with another location opened in Paris in time for the Summer Olympics and plans to open another in Melbourne, Australia in October. Foot Locker is also partnering with its India operator Metro Brands to open its first Foot Locker store in Delhi.
As the company continues to scale its reimagined store process, it plans to bring the “Home Court” concept to select doors across the world. Mary Dillon, Foot Locker’s chief executive officer, emphasized the significance of this new concept, stating, “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.”
