Foot Locker – the parent company of Footaction and Champs – had done a good job of delineating the three brands under different banners but wanted to ‘connect’ with each brand’s target audience.

Business Challenge

Though Foot Locker, Footaction and Champs have different target audiences, Foot Locker Inc. wanted to strengthen each one through experiences that would engage with sneakerheads. Working with Big Red Rooster, they infused Foot Locker’s Times Square flagship with a larger-than-life digital display. For Footaction, Big Red Rooster designed a flexible store prototype to attract its trend-focused shoppers. With Champs, we created a sports arena experience to appeal to its muse — the high school athlete.


Defining a portfolio strategy and experience that connects with sneaker culture and the community

Foot Locker’s first flagship realized $2.1 million in sales the first two weeks after its launch. The Footaction design has been rolled out across its fleet of 200+ stores. And we’ve elevated the brand experience for all 540 Champs stores.

Interested in learning more about this project and other work? Get in touch