Foot Locker, Inc., is celebrating the grand reopening of its 34th Street store in New York City. The athletic specialty retailer calls this a “pivotal milestone in its global retail revitalization.”

The store will reopen on August 22.

“This reimagined concept highlights Foot Locker’s steadfast commitment to sneaker and basketball culture through the introduction of Foot Locker ‘Home Court,’ a premier, multi-brand basketball shopping destination,” the retailer said in a media release. “Developed in partnership with Nike and Jordan Brand for the first time, Foot Locker ‘Home Court’ blends exceptional customer service with the latest on-court and off-court products from several top brands.”

The new concept merges Foot Locker and Nike’s “shared vision to deliver the ultimate global, multi-brand basketball experience” through:

  • Customer-centric design with street-inspired basketball elements and “enhanced storytelling,” designed for distinction and flexibility;
  • Immersive experiences with digital innovations, including ‘The Clinic Digital Experience,’ a self-initiated vertical jump challenge that allows customers to test sneaker performance; and
  • Enhanced technology featuring measuring tools with 3-D scanning capability to help customers find the right basketball product fit.

In addition to Nike and Jordan Brand, Foot Locker ‘Home Court’ will feature brand partners, including Adidas, Puma, New Balance, Under Armour, and others.

“Foot Locker ‘Home Court’ represents a pivotal advancement in how we connect with sneaker enthusiasts and elevate the basketball experience in collaboration with our brand partners,” said Mary Dillon, president and CEO of Foot Locker, Inc. “Our reimagined 34th Street store aims to set the standard for excellence in omni-channel retail, in line with our ‘Lace Up Plan’ and deeply rooted in sneaker culture.”

Kids Foot Locker will also debut a new concept at this location. The retailer said the “reimagined space caters to all age groups and parents, fostering family connections and immersing young customers in sneaker culture.”

“Our newly redesigned store epitomizes Foot Locker’s ongoing evolution and stands as a testament to our leadership in sneaker and basketball culture. With the introduction of our new Foot Locker ‘Home Court’ in partnership with Nike and Jordan Brand, this location sets a new benchmark,” said Frank Bracken, EVP and chief commercial officer of Foot Locker, Inc. “We take immense pride in bringing this innovative experience to the heart of New York City, a space designed to serve families, inspire sneaker enthusiasts and honor the spirit of basketball culture.”

The 34th Street store’s re-opening “underscores Foot Locker, Inc.’s advancement against its ‘Lace Up Plan,’ following the successful reimagined stores at Willowbrook Mall in Wayne, NJ, and Paris, France.” Foot Locker, Inc. said “it will continue to scale the concept, with upcoming openings in Melbourne and Delhi,” the company’s first store in India.

Image courtesy Foot Locker, Inc.