The Athlete’s Foot opens a concept store in Atlanta

The Athlete’s Foot announced the opening a new concept store in downtown Atlanta, Georgia.

The Athlete’s Foot announced the opening a new concept store in downtown Atlanta, Georgia. At the same time, an expanded partnership with Polo Sports, Tacchini, PRPS, Market Gudlyfe and other high-end streetwear brands was announced.

Georgia State Representative Meshi Minor attended the official store opening, personally cutting the ribbon. Baby Tate also performed at the opening. And Adidas designer Arikom Armon and Pensole founder D’Wayne Edwards led a master class on shoe customization.

“The concept of our new store will pay homage to the city’s character and our deep Southern roots by showcasing local brands and designers and will serve as a hub for community events and philanthropic initiatives,” commented Matt Lafone, president and CEO of the company’s Americas.

Sports brands are increasingly investing in the opening of expensive concept stores. For example, Nike previously introduced the Nike by Melrose concept in Los Angeles. The trend has been picked up by Nordstrom, Macy’s and Kohl’s, which are actively developing their own sporting goods departments.

As for The Athlete’s Foot, the retailer has recently made several key reshuffles in top management, following a strategy to increase profits. At the same time, the retailer is working on new retail concepts.