Foot Locker has opened its biggest UK store in the Bullring shopping centre in Birmingham.
The store, which opened on 27 June, is now the brand’s UK flagship and introduces its new “re-imagined” store concept, which it says “includes and celebrates the best product and experiences for all sneakerheads”.
The shop houses three new permanent areas designed to create an “immersive sneaker experience,” including a new sneaker hub which offers a range of customisation and cleaning services for customers.
Additionally, there is a dedicated tunnel area featuring the brand’s exclusives and drops, as well as a try-on area.
To celebrate the new store, Foot Locker is holding a month of celebrations, with its opening day including a ribbon cutting as it also offered branded prizes, interactive games, customisable Adidas jerseys and Crep Protect sneaker cleaning for all those who attended.
There are further activities over the weekend (5 to 6 July), with a New Balance DJ booth and Asics totes available with every purchase. From 9 to 10 July, the store will also undergo an exclusive Nike takeover.
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Foot Locker VP GEO: UK and Ireland Neil Carter said: “Birmingham has always been a city steeped in culture, energy and style and so rolling out our new retail concept for the first time in the UK was a natural next step.
“Our previous Birmingham store opened 22 years ago, so we’re extremely proud to be building on this legacy and to be creating new opportunities for the city, community and our Stripers.
“The new flagship store isn’t just about retail, it’s a hub for any and all passionate sneakerheads, offering exclusive products, immersive experiences, and a space where culture and community come together.”
Foot Locker joins Uniqlo in opening a new store in Birmingham Bullring, with the Japanese fashion giant recently confirming that it planned to open its first Birmingham site in the autumn.
In February, All Saints also opened its doors to a new store at Birmingham’s Bullring, marking its first UK store opening of 2025.
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