Foot Locker Reimagined

Created to translate At the Heart of It All brand strategy into physical space, Foot Locker’s reimagined retail concept needed to do more than refresh the store. The challenge was to create a scalable experience that could deepen discovery, strengthen community, and guide future stores across the global fleet.

I helped shape an experience built around discovery, community, and service. Launch-focused entry moments created energy and immediacy, while a central communal try-on area encouraged people to gather, compare, and stay longer. The Sneaker Hub brought customization, omnichannel support, and service into one clear destination. My work spanned experience principles, spatial design, customer journey, material direction, design system playbook, and design intent documentation.

The project repositioned the store as a more experiential and community-oriented brand environment. It translated sneaker culture into a space people could feel, navigate, and participate in, moving the experience beyond transaction. It also created a scalable model for Foot Locker’s broader retail transformation, supporting rollout across regions and strengthening the store as a platform for storytelling, engagement, and growth.