Foot Locker and Nike Partner on New Store Format

Foot Locker and NIKE, Inc., have announced The Crenshaw Rec by Foot Locker, a first-of-its kind retail destination created in partnership with Crenshaw leaders to celebrate one of Los Angeles' most influential neighborhoods. The store, which is inspired by the role recreation centers have long played as gathering places for sport, culture and connection, will open on Saturday, Aug. 22. Designed as both a shopping destination and community hub, the space features an equipment room, open gym, hyperlocal product collections, creative workspaces, and a dedicated resource center that will host year-round programming supporting residents to nurture the social and cultural vibrancy of the community.

Total Retail's Take: Foot Locker is leveraging one of its most important brand partners, Nike, to create a differentiated store experience. In particular, Nike will help Foot Locker to become a curator of sneaker culture and community, not just physical product. The Crenshaw Rec store location will feature locally exclusive merchandise as well as local designer collaborations and programming.

As for Nike, it has pivoted from its strategy to emphasize direct-to-consumer sales channels and reduce dependence on wholesale partners such as Foot Locker. To help it expand reach, discovery and consumer engagement outside of its owned sales channels, Nike is re-establishing wholesale relationships.

At this time The Crenshaw Rec store appears to be a pilot for Foot Locker and Nike. If proven successful, it's to be expected that the companies would replicate the store model nationally, including expanding the selection of Nike products within those locations.