The Athlete’s Foot’s new ATL location does extra than simply promote footwear, it pays homage to the southern metropolis’s sneaker tradition whereas enriching the group.
The worldwide retailer of athletic-inspired way of life and streetwear starting from footwear to attire and equipment, lately had a ribbon slicing at its new retailer within the coronary heart of Atlanta at 931 Monroe Drive, Suite 113E, bringing extra than simply sneakers to town’s bustling Beltline.
As an organization centered on creating hyper-localized retail experiences, President and GM of Americas Matt LaFone informed BOSSIP that the brand new location which additionally serves as The Athlete’s Foot headquarters, is designed to replicate Atlanta’s distinctive tradition whereas celebrating its hometown heroes.
Earlier than the opening, The Athlete’s Foot proudly partnered with Black-owned companies to develop the flagship location, enlisting T. Dallas Smith & Co., the most important black African American-owned industrial actual property agency within the nation, to proceed its standing collaboration with The Athlete’s Foot on discovering places for brand spanking new shops centered on underserved black and minority communities. J.M. Lee Development Co., based by Morehouse graduate Justin Lee, served as the overall contractor, whereas Atlanta artist Aysha Pennerman can be contributing vibrant murals celebrating native tradition.
“That is Atlanta,” LaFone defined concerning the hub that features Pennerman’s gorgeous work impressed by ATL’s historical past, together with tributes to icons like Martin Luther King Jr, and an homage to Outkast.
“All the things from the wallpaper, to the imageries, to the lightbox and customized sculptures, offers this retailer a real connection to the group,” he added.
The brand new location is greater than only a retail area, nevertheless, it’s a group hub and an area the place native residents can come collectively, be taught, and develop. LaFone informed BOSSIP that the flagship retailer will present Tuesday tutoring for native college students, whereas different initiatives will supply alternatives for native entrepreneurs to host pop-up retailers and educate expertise.
“We wish this to be a really partaking atmosphere,” mentioned LaFone. “Moms can are available with their children, and we’ll placed on cartoons to allow them to calm down. This area is for everybody.”
The Athlete’s Foot’s dedication to the group goes past its partitions. The corporate notes that it has a longstanding dedication to supporting native causes, with 25% of its advertising and marketing spend going immediately again into the neighborhoods the places serve. In 2023 alone, the corporate offered 300,000 meals, gave $50,000 in scholarships, and devoted 60,000 hours to group service.
“We wish to go away the neighborhood in a greater place after we open a retailer,” LaFone mentioned whereas noting that the flagship retailer will proceed this mission with quite a lot of volunteer applications, sponsorships, and academic initiatives.
LaFone additionally highlighted the significance of Atlanta’s sneaker tradition, which has lengthy been a part of town’s identification.
“Sneakers are very democratic,” LaFone who believes Atlanta, with its distinctive mix of Southern hospitality and cultural cool, is likely one of the prime three sneaker markets within the nation, alongside New York and Los Angeles, defined to BOSSIP. “Anyone can have a pair, and you may see Migos, Massive Boi, or André 3000 sporting the identical ones.”
As for his personal private sneaker assortment, the footwear guru informed BOSSIP that he has a closet filled with uncommon finds that maintain a particular place in his coronary heart.
What’s extra particular to him, nevertheless, is how The Athlete’s Foot’s new flagship location will function a middle of retail and cultural significance.
“Group first,” mentioned LaFone. “From the neighborhood, for the neighborhood.”