Foot Locker, Inc. reported it plans to enhance its FLX Rewards program with upgrades to its mobile app, describing the moves as “significant milestones under its Lace Up Plan.”

The updated program simplifies the tier structure as follows:

  • Introduces FLX Cash: customers can use points toward a discount on purchases.
  • Offers a suite of member-exclusive benefits, including priority access to sneaker launches, exclusive sales, member-only events, free returns, upgraded birthday gifts, and continued complimentary shipping for members.

The rollout in the U.S. follows a successful pilot of the program in Canada in 2023, which the company said “increased engagement with first-time redeemers, higher average order values, higher units per transaction, and higher trip frequency.”

Foot Locker aims to achieve 50 percent loyalty penetration by 2026, with a long-term goal of 70 percent.

“Our enhanced FLX Rewards program represents a significant step in providing a seamless shopping experience for sneaker enthusiasts. Aligned with our Lace Up Plan, we believe this initiative strengthens our customer relationships and cements Foot Locker’s position as a leading omnichannel retailer,” said Mary Dillon, Foot Locker, Inc. president and CEO.

Kim Waldmann, SVP and chief customer officer of Foot Locker, Inc., emphasized, “The launch of our new FLX Rewards program underscores our commitment to delivering a best-in-class omnichannel experience. As Foot Locker upholds its legacy as the global leader in sneaker culture, this new program provides our customers with the best in sneaker inspiration, rewards and personalization.”

Following the loyalty program rollout, Foot Locker announced the introduction of a redesigned mobile app for later this year. New features will include

  • real-time launch updates,
  • upgraded search and filtering capabilities,
  • streamlined sign-in with biometric authentication and
  • improved integration with the FLX program.

In early 2025, Foot Locker will introduce “Store Mode” through its mobile app, where customers can scan barcodes in-store to check availability and sizing.

Image courtesy Foot Locker