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Popular sports footwear and apparel retailer, The Athlete’s Foot, unveiled its newly renovated “neighborhood” store concept located at Atlantic Station in midtown Atlanta, Georgia, promising an enhanced shopping experience for its customers.
In celebration of the grand reopening, The Athlete’s Foot held several community-focused activations including a Wood U sneaker customization class, developed with adidas footwear designer Aric Armon and Pensole founder, Dr. D’Wayne Edwards. During TAF’s community block party, artist Baby Tate and Kxngpxn Skating Alliance performed and murals by Lisette Correa and TYP were unveiled. Furthermore, the John Harland Boys & Girls Club received swag bags filled with shoes and clothing gifted from TAF and adidas.
“We are thrilled to open our first neighborhood store in our hometown of Atlanta, GA, the heart of the south’s streetwear and sneaker culture,” said Matt Lafone, TAF president and general manager of Americas. “Our new store concept will pay tribute to the city’s character and our deep southern roots while showcasing local brands and designers and will serve as a hub for community-based events and philanthropic initiatives.”
The idea behind TAF’s “neighborhood” concept is to create a sense of community by incorporating unique artistic elements, local brands, and interactive experiences. This concept also signifies the chain’s expanded merchandising approach, offering a wider range of apparel choices from the likes of Kappa, Sergio Tacchini, PRPS, and Gudlyfe. Additionally, there is a greater emphasis on providing a comprehensive selection of women’s clothing within the store. You’ll still be able to grab all the big brand heat as TAF’s new location carries popular brands such as Nike, Jordan Brand, New Balance, adidas, and Reebok.
“We’ve had great responses on some of the new brands we’ve brought in and we’re looking for more new brands to get that going as well,” said Lafone.
About 80 percent of the company’s open-to-buy is directed at the corporate level to key brands, leaving the remaining 20 percent available to support small or local brands. This allows stores to bring in brands such as GudLyfe, an Atlanta-based, black-owned streetwear label founded by HBCU graduate Frank Knowles who has partnered with TAF for three years.
“We really want to support minority businesses,” Lafone said. “And not just support them by buying product from them but really have more of a partnership with them and helping them be more successful.”
“There are thousands of Franks out there in local communities,” said Shady Dahir, franchise owner of the Atlantic Station store. “So it’s important to give these guys an opportunity to be in a retail space.”
Another program TAF is excited about is, StAART, which stands for Strategic African American Retail Track. Launched in the summer of 2020, at the height of the Black Lives Matter Movement, StAART’s mission is to increase African American representation and ownership within the sneaker industry, particularly through franchising.
“The data shows that Black people are the primary consumers and influencers of sneakers and athletic apparel but are not represented in positions of leadership or profit. We need more African American ownership within this industry that was built on Black culture and Black influence and within Black communities,” said Darius Billings, senior director of product and marketing and creator of StAART. “Ownership is directly tied to wealth. If we can create more African American retail owners, the ripple effect in the industry and the community stands to be remarkable.”
TAF expects to have around 25 new neighborhood concept stores by next year with its next launch in Greenville, South Carolina. A big priority for the retailer is to set up locations in neighborhood centers and commuter hubs with underrepresented communities that are at least 30 percent African American or another minority.
For store hours, location, and contact, visit The Athlete’s Foot – Atlantic Station.
