Adidas, Nike, Asics: just like in its usual stores, Foot Locker’s new ‘Locker Room’ concept will offer customers iconic sports brands. Only this time, the American group will not only be targeting “sneaker heads”.

Foot Locker

Covering an area of over 400 square metres and located at London’s Brent Cross shopping centre (co-owned by Hammerson), Locker Room will offer a range of sports performance products. Opened as of November 30, this is the retailer’s first ever store to have the new concept.

Accoding to Lew Kimble, CEO of Foot Locker Europe, Locker Room is a fantastic opportunity for the group to reach out to a new audience, by bringing the best in sports performance footwear, apparel and accessories. “It is designed for people of all ages and levels with a passion for sports. Whether that sports obsession is in football, running or fitness. This first concept store is launching in the UK and we’ are hopeful that we can roll it out to other parts of the UK and continental Europe.”

With stiff competition in England from JJB Sports, as well as in the rest of Europe from other retailers such as Go Sport, Intersport, Sport Zone or Décathlon, Foot Locker will certainly have to work hard in order to establish Locker Room in the sports market.