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Foot Locker Opens More Community-Driven Stores in Singapore, Macau

Foot Locker is furthering its brick-and-mortar presence in two Asian markets as the specialty athletic lifestyle retailer continues to celebrate sneaker and basketball culture on a global scale. The company is opening its sixth and largest Singapore store to date and is making its debut in Macau, China with two new locations in the city.

Located within Orchard Gateway @ Emerald, the Singapore store, part of a five-story mixed-use development space, is designed to deliver engaging retail experiences that merge premium product with elevated in-store presentations.

The first Macau store has opened within The Shoppes at the Parisian Macau property, while the city’s second store is scheduled to launch later this month in The Shoppes at the Venetian Macau location.

All three stores will include footwear and apparel collections from major brands including Nike, Jordan, Adidas, Puma, Converse and New Balance, while the Singapore store is confirmed to include streetwear brands such as Chinatown Market, Rip N Dip, Daily Paper and Yeti. The locations will include products for all age categories across men, women and kids.

In accordance with Foot Locker’s ambitions to serve a sneaker-obsessed community, the Singapore store will provide access to the widest selection of Nike Air Max Plus (TN’s) available in the market.

On a first-quarter earnings call on May 22, Richard Johnson, chairman, president and CEO of Foot Locker, noted that after a few weeks into the second quarter, “locations that serve local communities both street level and mall-based have seen strong results, while results at stores that are more dependent on tourism have been more challenging.”

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Foot Locker is opening its sixth and largest store to date in Singapore and is making its debut in Macau, China, with two new locations.
Asia has been a point of focus and investment for Foot Locker. Courtesy

With that in mind, the continued pivot toward more community-driven stores is likely to inform a larger part of Foot Locker’s presence. In August 2019, the retailer set out to launch 50 “Power Stores” in the U.S. in the next three years. These stores are significantly larger than regular Foot Locker stores and cater to local audiences by featuring localized products and an overall aesthetic that are specific to the city and neighborhood.

The Singapore store appears to be a reflection of the Power Store concept, featuring specially commissioned murals by local artists MessyMsxi and Clogtwo, inspired by Singapore and its relationship to sneaker and basketball culture. One of those artworks can be found on a floor where Foot Locker has housed a basketball half-court, where shoppers are invited to play.

“We are proud to host the single largest physical Foot Locker experience yet to date in Asia, on Orchard Road in Singapore. This is where we embarked on our Asia journey and Singapore has really embraced our brand out of the gate,” said Tomas Petersson, general manager and vice president, Foot Locker Asia.

“Our purpose is to inspire and empower youth culture and our belief is that when we speak to the consumer through the lens of curated brand and product stories via our omnichannel focus, then we connect deeply with the sneaker and sport community,” Petersson added. “The Orchard Road store is a pinnacle expression of our band together with our partners and we are especially proud as a team to deliver this in these challenging times, as this will give the Singaporean consumer a truly unique experience.”

The new stores in Singapore and Macau come as Lew Kimble, executive vice president and CEO for Asia Pacific, retires at the end of August. Scott Martin, currently Foot Locker’s chief strategy and development officer, will replace Kimble in the position. In total, Foot Locker operates 105+ stores across the Asia-Pacific region, and currently has 3,129 stores in 27 countries across North America, Asia, Europe, Australia and New Zealand.

Foot Locker is opening its sixth and largest store to date in Singapore and is making its debut in Macau, China, with two new locations.
Foot Locker’s newest Singapore store features a basketball court and specially commissioned murals by local artists MessyMsxi and Clogtwo. Courtesy

Expansion into Asia has been a bigger priority for Foot Locker in recent years as the market for sneakers, athleticwear and streetwear continues to grow. In February 2019, Foot Locker announced it was pumping $275 million into its infrastructure, with the company singling out Asia as a target market for investment.

Foot Locker won’t release its second-quarter results until Aug. 21, but the company’s expected comparable store sales jumps of approximately 18 percent is promising compared to the first-quarter comparable sales decline of 42.8 percent.