April 20, 2022
Champs Sports, a sporting goods retailer owned by Foot Locker, will soon launch the first location of its HomeField experiential store concept.
Homefield, which opens this month in Pembroke Pines, Fla., will offer sneakers and gear for a number of individual sports activities and team sports, including running, training, yoga , basketball, football and baseball, according to a Press release.
The store has a full basketball court and multi-sports court, a VR system, and also caters to running enthusiasts, stocking 65 performance shoes and a trial treadmill in-store. The store measures 35,000 square feet – the largest of any Foot Locker-owned concept – and will host regular event programming and workshops, as well as sporting events.
During the opening weekend, customers will be able to participate in numerous training classes, customize their shoes in collaboration with a local artist and visit a game lounge.
Homefield’s debut comes shortly after Foot Locker announced a new experiential retail expansion under its main banner.
At the JP Morgan Retail Roundup conference in early April, Foot Locker said it plans to continue expanding its non-mall footprint by increasing its number of experiential Power Stores to 300 over the next three years, according to SGB media.
As of summer 2020, the chain had only opened a handful of Power Stores in the United States and around the world.
While Foot Locker appears to be having success with its move out of the mall and into stand-alone stores, the retailer suffered a big setback – or at least its stock did – with Nike’s announcement that it would be drastically reduce the number of SKUs made available to Foot Locker.
Nike played a particularly big role in Foot Locker’s appeal to “sneakerheads” who collect shoes. So, Nike’s reduction of “high heat” sneakers with high collector appeal is where the chain anticipates the biggest hit.
Nike has cut or reduced a number of its key wholesale relationships in recent years as it has begun to rely more on direct-to-consumer sales.
DISCUSSION QUESTIONS: Will HomeField be a winner for Champs Sports and Foot Locker? Will the concept help the company break its dependence on Nike and expand its appeal into broader sporting goods interests?
“Experiential retail is a growing trend. It will be interesting to see if this novelty wears off or if Champs Sports is able to hold consumers’ attention.”