The Athlete’s Foot (TAF), a global retailer of athletic-inspired lifestyle products, has launched its highly anticipated “neighborhood” concept store in midtown Atlanta, Georgia. The grand opening took place on April 28th and 29th, 2023, with several community-focused events at the Atlantic Station location. This new store concept aims to elevate the consumer experience while driving hyper-localized product assortment and community engagement efforts.
Founded by Robert and David Lando in 1971 in Pittsburgh, Pennsylvania, TAF has grown into a global brand with over 550 stores and e-commerce shops in more than 30 countries. Its global headquarters are located in Stans, Switzerland, and its US headquarters in Atlanta, Georgia. In 2012, the brand was acquired by Intersport International Corporation (IIC), the world’s largest sporting goods retail group, headquartered in Bern, Switzerland. In 2021, Intersport sold The Athlete’s Foot business to the Arklyz Group.
The new neighborhood store in Atlanta showcases local brands and designers, serving as a hub for community-based events and philanthropic initiatives. TAF is also increasing its apparel presentation with the introduction of new brand partnerships with Polo Sports, Sergio Tacchini, PRPS, Market, Gudlyfe, and other premium streetwear brands.
The grand opening events included a WOOD U sneaker customization class, live performances, custom art pieces and murals, and an official ribbon-cutting ceremony attended by local Atlanta VIPs. The Athlete’s Foot partnered with Adidas to provide swag bags filled with shoes and clothing to the local Boys & Girls Club, while sneaker cleaner brand Crep Protect hosted complimentary sneaker cleans and product giveaways. Underwear brand PSD sponsored a basketball activation along with giveaways hosted by their ambassador, Atlanta rapper Hunxho.
Matt Lafone, President and General Manager of Americas, expressed excitement about opening the first neighborhood store in Atlanta, the heart of the south’s streetwear and sneaker culture. Chuck Young, Head of Franchise Operations, added that the latest store design solidifies TAF’s position as a leading retailer in the sneaker industry, providing an elevated consumer experience that reflects its heritage.