Champs Sports is debuting a new retail concept in Tampa and Portland that leans on technology to improve its brick-and-mortar experience. The two stores are at the Brandon Exchange mall, close to where parent company Foot Locker will open its global headquarters, and Portland’s Washington Square, which has a rich history of sport and sneaker culture.
Champs Sports SVP & GM Tony Aversa noted that the stores will elevate the shopping experience through digital connectivity. “Brick-and-mortar is not going to die, and there’s absolutely no expectation for that to go away,” Aversa said. “I do think the more broad consumer, including the sports style enthusiasts, there is an expectation to deliver on better experiences for all of them and their families.”
The stores will feature:
- Digitally enhanced storefronts and windows with dynamic content displays
- Wall displays showcasing full head-to-toe outfitting
- A family friendly zone where customers will have access to tablets with the ability to purchase products on those devices
- MySize 3D foot-scanning technology as part of the in-store Run Club section, delivering personalized fit recommendations
- A flexible design that will allow for easier display changes
Champs Sports is launching the concept as an extension of its current brand platform “Sport For Life,” which highlights the connection between sports and life through emphasizing resilience, determination and unity. In 2024, Champs marketed the campaign with Cowboys LB Micah Parsons, Dolphins WR Jaylen Waddle, Phillies SS Trea Turner, Mets SS Francisco Lindor and Yankees RF Aaron Judge. These athletes will be integrated into the in-store marketing and will be used as inspirations to further the scope of the campaign.
The stores’ designs were guided by direct consumer feedback. The debut comes at a time when e-commerce continues to grow, but Aversa noted that a majority of their customers prefer to shop in a mall. As of now, Champ Sports will use the two stores as test markets, but the retailer has plans for scalable expansion. Foot Locker has approximately 2,400 retail stores in 20 countries across the globe operating under a portfolio of brands including Foot Locker, Kids Foot Locker, Champs Sports, WSS and Atmos.
