Foot Locker is launching its first reimagined store concept in Melbourne Central. Set to open its doors on Friday 18 October, this newly designed format marks the fourth global unveiling of Foot Locker’s retail revitalisation, following successful launches in New York, New Jersey, and Paris.
Located on Level 1 near Melbourne Central’s iconic clock and shot tower, the new store will feature Foot Locker’s ‘Home Court’ experience – a premier multi-brand basketball destination developed in partnership with Nike and Jordan Brand. Foot Locker Home Court blends exceptional customer service with the latest on-court and off-court products from Nike and Jordan Brand as well as brand partners adidas, PUMA, New Balance, Under Armour, and more. Capturing the essence of basketball and sneaker culture, ‘Home Court’ is a bold, energetic space powered by Foot Locker’s iconic Stripers, making it the epicenter of the action.
With Foot Locker, Inc recently celebrating its 50th anniversary in September, the reimagined store concept at Melbourne Central sets the stage for a future-forward shopping experience. Spanning over 9,900 square feet, the Melbourne Central store elevates the sneaker enthusiast’s experience with an immersive, customer-centric approach. A modernised layout, expanded product selections, and personalised shopping experiences create an unparalleled environment for discovery and connection. Advanced technological features also allow Foot Locker’s Stripers to enhance customer service with real-time inventory access and streamlined checkout, making shopping more seamless than ever.
Natalie Ellis, Vice President & General Manager of Foot Locker Asia Pacific, expressed her excitement about the new Melbourne Central store. “Melbourne’s love for sneakers, sports, and basketball culture makes it the perfect location for our first Foot Locker reimagined store in Australia. We’re thrilled to offer the unique Home Court experience, developed in partnership with Nike globally and locally, as well as deliver an elevated, community-driven shopping experience for our customers that celebrates sneaker culture and is rooted in innovation and personalised service. This store sets the stage for what’s to come in the region as we gear up for the next 50 years, ensuring that Australia experiences the best Foot Locker has to offer at the same pace as other key markets around the world.”
Key features of the Foot Locker reimagined store concept in Melbourne Central includes:
- Immersive Shopping Journey: A sleek, intuitive layout designed to promote discovery, making it easier for customers to navigate and explore.
- Exclusive Sneaker Releases: A spotlight on the latest and most sought-after sneaker collections, showcased prominently at the store entrance.
- Elevated Brand Storytelling: Dynamic displays and storytelling opportunities highlight Foot Locker’s brand partners, offering deeper insights into products and making it easier for customers to find their perfect fit.
- Communal Try-On Area: At the heart of the store, customers can connect through a unique communal sneaker try-on experience, embracing the inclusivity of sneaker culture.
- Sneaker Hub: A destination for sneakerheads, offering exclusive services like custom lacing, expanded Omni-ordering options, and personalized FLX loyalty program experiences.
- Advanced Technology: Stripers are now equipped with advanced digital tools, providing real-time inventory access, streamlined checkout, and a seamless omni channel experience.
The Melbourne Central store joins the ranks of Foot Locker’s reimagined locations in major cities including New York, Paris, New Jersey, and soon, Delhi, furthering the brand’s mission to create a unified, scalable, and innovative retail experience. This new location plays a pivotal role in the company’s ambitious Lace Up Plan, aimed at transforming the brand’s retail footprint with new concept stores and moving into off mall locations where appropriate.
Ellis further commented, “Foot Locker has long been the global home of sneaker culture, and our new store concept embodies this spirit by serving and inspiring consumers from all segments in Australia. We take immense pride in introducing this innovative experience in Melbourne, a space designed to foster community, embrace technology, and showcase top-tier sneaker offerings. This new location at Melbourne Central will become a go-to destination for passionate fans eager for the latest in sneaker culture.”
To celebrate the grand opening of Melbourne Central, Foot Locker is rolling out a series of exclusive promotions, events, and limited-edition drops, including:
- Exclusive launches and restocks to the most coveted sneakers.
- “SPEND, SPIN and WIN!” activation running from 18-23 October, offering shoppers the chance to win exclusive prizes.
- Meet and greet opportunities with athletes and personalities.
- Sneaker customisation and shopping spree competitions.
- Limited-edition gifts with purchase and live entertainment.
The Foot Locker reimagined store at Melbourne Central officially opens on Friday, October 18, with a ribbon-cutting ceremony led by Natalie Ellis at 10am.
