The Athlete's Foot opens new 'Neighborhood' concept store in Atlanta

By

Benjamin Fitzgerald

Published
May 2, 2023

Specialty footwear and lifestyle chain, The Athlete's Foot (TAF), launched on Friday its new 'Neighborhood' concept store in its hometown, Atlanta.

Located in ​at Atlantic Station in midtown Atlanta, the new (TAF) concept store was designed to elevate the “consumer experience while continuing to drive hyper-localized product assortment and community engagement efforts," according to a press release.

 ​​As part of the opening, TAF held several community-focused activations, including a Wood U sneaker customization class, developed with Adidas footwear designer Aric Armon and Dr. D'Wayne Edwards, founder of Pensole; live performances by Baby Tate, and Kxngpxn skating alliance; custom art pieces and murals were unveiled by artists Lisette Correa and TYP; and local Atlanta VIPS including State Representative Mesha Mainor, who participated in the official ribbon-cutting ceremony. 

TAF also partnered with Adidas to provide swag bags filled with shoes and clothing to the local Boys & Girls Club; sneaker cleaner brand Crep Protect hosted complimentary sneaker cleans and product giveaways; and underwear brand, PSD sponsored the basketball activation along with giveaways hosted by their ambassador, Atlanta rapper Hunxho. 

Attendees also had the chance to win several pairs of  limited edition sneakers including Nike's Air Trainer SC High, Air More Uptempo ATL, Air Vapormax  Plus, and Air Max Plus.

The store will also stock new brand partnerships which includes Polo Sports, Sergio Tacchini, PRPS, Market, Gudlyfe, and other premium streetwear brands, said TAF.

"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, 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."

In 2022, The Athlete's Foot clocked global retail revenues of $555 million, up 10% from 2021.