Foot Locker Launches New Retail Concept for Champs During Sale Talks With Dick’s

Foot Locker is launching a new concept store for Champs Sports, Reimagined, as part of the chain’s relaunch. The move comes after sports equipment retailer Dick’s Sporting Goods announced last May that it was buying one of its major competitors for $2.5 billion.

Champs is one of the chains that form part of the Foot Locker group, along with Kids Foot Locker, WSS, atmos and the main chain. Unlike Foot Locker, which is focused on sports equipment, Champs has an offering that goes beyond sports. In the last half of 2024, Champs returned to positive comparable sales.

With an extensive selection of apparel, footwear and accessories from multiple brands, this concept is designed to offer an enhanced shopping experience through an immersive environment, relying on technology, creating visual displays and keeping its shopping experience focused on the whole family, as well as expanding multi-brand zones for women and children.

Foot Locker enters the running world by partnering with Nike

This new concept tries to be rotating and simple, being able to renew the displays over time and redefine a new concept according to trends and seasons. One of the digital tools that Champs will implement in its stores will be the measurement with 3D scanning technology to find the exact size of shoppers.

Accompanied by Champs Run Club, a program that promotes movement through running, the Foot Locker chain joins the trend in the running world, which has increased in recent years. The first two stores to incorporate the new concept are located in Tampa, Florida, and Portland, Oregon.

At the end of fiscal 2024 (ending February 2025), Champs had revenues of $1,155 billion, compared to $1,304 billion the previous year. The chain had a network of 383 stores in the United States.

Foot Locker ended the last fiscal year returning to profit, although its sales fell by 2.2% and its operating income shrank by 27.5%. According to the company, total sales in fiscal 2024 were $7,971 billion, down from $8,154 billion in fiscal 2023.

Operating income, meanwhile, came in at $103 million (down from $142 million in 2023), while net income returned to positive, at $12 million, from a loss of $330 million in 2023.