Foot Locker Opens Premium Retail Store for Women

As a female I have become accustomed to walking into athlete destinations like Finish Line and Champs to find a meager selection of women's shoes and apparel hidden in the back corner of the store. And though niche brands like Lululemon have latched on to the burgeoning female athletic population, there still exists no one-stop-shop for females of multiple athletic disciplines...until now. It looks like Footlocker has become the first athletic company to offer an elevated retail experience devoted entirely to women.

This holiday season, three new stores in Connecticut, New Jersey, and Texas open their doors to female athletes. The retail concept is called SIX:02, and it will be the first to offer females a wide variety of top athletic brands (such as Nike, adidas, ASICS, and Under Armour) in an environment created specifically for them. SIX:02 features dedicated fitting zones, comfortable lounge areas and knowledgeable staff to assist customers in finding the correct fitness pants, sports bras, tops, and footwear for their specific body type, activity, and style. Women will also be inspired throughout their shopping experience with relevant imagery, verbiage, and music within the store.

According to Stacy Cunningham, EVP of Marketing at Foot Locker, the project stems from the idea that today's woman "deserves a place to find premium fitness and athletic gear that allows her to combine her personal style and versatility with performance features." Footlocker has long been a proponent of enhancing the shopping experience for athletic women (read: Lady Footlocker) and now they've taken the idea to an entirely new level.