Foot Locker Rolls Out New Concept as It Integrates with Dick’s

Foot Locker is going all in on its new concept with a new store in Diagonal Mar (Barcelona). The U.S. fashion and sports footwear retailer has inaugurated the 3,500-square-feet space following the completion of its integration with Dick’s, its historic competitor.

It is the first store in Spain with the new re-imagined concept, which aims to “offer a more interactive and personalized shopping experience, combining technology, urban culture and sustainability,“ company sources explain.

The aim is to improve the consumer’s shopping experience, “with advanced testing areas, a space dedicated to the customization and cleaning of sneakers and a launching tunnel,“ according to a press release.

With the opening, the company “reinforces its commitment to the Spanish market and makes Barcelona the starting point for a new stage of growth,“ the text states. Foot Locker announced on May 15th an agreement to be taken over by Dick’s, which was completed in September.

Foot Locker wants to “reinforce its commitment” to the Spanish market, with Barcelona as “the starting point of a new stage”

The opening of Barcelona “opens the door to future opportunities in the Spanish market,“ the statement underlines. Choosing it as the first location for this new concept “was a natural step for Foot Locker,“ says Foot Locker’s regional vice-president for France, Spain and Portugal, Laura López.

Foot Locker has around 2,500 stores in 26 countries in North America, Europe, Asia, Australia and New Zealand, and also has a presence in the Middle East and Asia. Its brand portfolio includes Foot Locker, Kids Foot Locker, Champs Sports, WSS and Atmos. The merger with Dick’s now results in a group with more than 3,200 stores.

The company will now be led by Dick’s CEO Ed Stack and two new presidents-Ann Freeman, a Nike veteran with more than two decades with the Oregon-based group, will serve as president of Foot Locker North America.

Foot Locker ended the first half of the fiscal year (period ending August 2nd) with a net loss of $401 million. Group sales at the end of the first half amounted to $3.65 billion, a drop of 3.39% compared to the first six months of the previous year.

Dick’s, on the other hand, ended 2024 on an upward trend. With a network of 856 stores, the company ended 2024 with sales exceeding $13 billion, reaching a total of $13.44 billion, after growing by 3.53%. The company increased its net profit by 11.27% to $1.16 billion.