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Foot Locker Chases Growth in Women’s With New In-House Brand

Foot Locker is investing in female consumers with its first private women’s apparel brand.

Cozi, announced Monday, will help Foot Locker capitalize on the “acceleration” in the women’s business that chief commercial officer Andy Gray noted in the retailer’s third-quarter earnings call.

Available exclusively at Foot Locker and Champs Sports, the line of wardrobe staples like loungewear, sweats and sneakers, features diverse women including singer and songwriter Sy’rai Smith, skateboarder and community organizer Briana King, content creator Ilianna Ayala Garcia, photographer Christina Paik, basketballer and video producer Hannah O’Flynn, DJ and creative Amrit and musicians Angel and Dren Coleman.

Inspired by the success of recent brand launches like its LCKR line of menswear, as well as capsule collections by streetwear designer Don C and creative director Melody Ehsani, Foot Locker wanted to create a permanent women’s collection complementing popular offerings from Nike and Adidas.

The line’s first drop will be modeled by Sy’rai Smith, the 19-year-old daughter of musical artist and actor Brandy and a passion advocate promoting mental and physical health for young women.

The Cozi collection features easy-wearing staples in neutral color-ways.

Cozi “allows women to feel confident in pieces that mix and match with their own style and personality,” Kirta Carroll, vice president and global women’s general marketing manager for Foot Locker, said, adding that the company is “always thinking about the consumer.”

“We understand that laid-back apparel isn’t just for lounging anymore, and wanted to bring a female-centric apparel line to the market that is comfortable, affordable and stylish,” Carroll said.

The range includes cropped quarter-zip pullover tops and hoodies, wide-leg sweatpants and high-rise joggers inclusively sized from XS-3X. Ranging in price from $35-$50 and available in North America, the first seasonal drop is made with a blend of spandex and cotton, in neutral color ways like buttercream, dusty rose, antique bronze and pesto green.

The Cozi launch follows Foot Locker’s announcement last week that it would be supporting the Laureus Sport for Good Foundation in an international initiative to address health, wealth and opportunity gaps in underserved communities.

Laureus supports children and young people through engagement in sports, and has raised more than $168 million on behalf of more than six million individuals. The retailer’s charitable giving arm, the Foot Locker Foundation, found common ground with the global charity’s mission and the words of founding patron Nelson Mandela, who said that “[s]port has the power to change the world.” Since 2000, Laureus has supported more than 250 sport programs in more than 50 countries across the globe.

In 2022, the’ newly launched Community Empowerment Program will provide grants beginning at $20,000 for organizations that offer a number of services to young people, from youth sports to health, wellness and life skills support, educational mentoring, and workforce development. In addition to providing funding, Foot Locker plans to engage its store associates in target cities to help bring the program to life. Volunteer activities, mentorship opportunities, in-store events and community clean-ups will be scheduled across nine metropolitan areas in Europe and Canada, the partners said.

“Inspiring and empowering youth culture is more than just a purpose statement; it is at the core of who we are,” Richard Johnson, Foot Locker chairman and CEO, said in a statement. “We are committed to driving meaningful change in communities that have been overlooked for too long.” The partnership with Laureus aims to create more opportunity across the globe, leading to “a stronger and more equitable future for the next generation,” he added.

The Community Empowerment Program comes at a crucial time for sport, track and field star and Laureus Academy member Edwin Moses added. “The COVID-19 pandemic has undoubtedly had a devastating impact throughout society, and community sports organizations that provide safe access to sports were hit hard,” he said. “That has a domino effect throughout society, so this program will help get those organizations back on their feet, using sport to help close the inequality gap in underserved communities.”

Sport is an indispensable tool for building confidence and resilience, he said, and its power is “truly transformational.”

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