The Athlete's Foot opened its flagship store in Melbourne Central on Thursday April 4.
The new store features technology such as its MyFit3D which is a fitting tool that allows customers to view a 3D render of their feet together with their walking manner and pressure points to find the perfect fit.
It also includes fit experts who have undergone extensive training to work alongside the new MyFit3D technology; five digital interactive screens that detect when key styles are picked up by customers, displaying the main features of the product; and LED screens to display motion content.
The Athlete's Foot general manager Steve Cohen said the team are looking forward to sharing an interactive environment with customers.
"It has been an exciting process developing The Athlete's Foot flagship store and the team are eager to see how our customers experience the technology, interactive store environment and of course product range.
"As part of the Melbourne Central store, we are launching our new MyFit3D technology powered by Volumental.
"This innovative fitting solution combines 3D scanning with our proprietary video and pressure technology to provide an individual look at the customers feet, allowing our in-store fit experts to understand our customer's specific needs.
"Alongside this technology, we have worked to elevate the in-store experience for our customers by increasing our exclusive product ranges with the likes of ASICS and New Balance as well as offering our expansive range including Nike, Adidas, Saucony, Brooks, Mizuno and Hoka One One.
"We have worked closely with medical professionals such as podiatrists to ensure our technology works in conjunction with their patients. While we do not prescribe shoes, our aim is to help every customer find their perfect fit."
Australian Podiatry Association ambassador Lewis Citroen said there was a need to have fit experts like The Athlete's Foot.
"The average Australian spends one third of the year on their feet and with reports of up to 42% of people experiencing foot pain weekly, it's important to make an educated decision on the footwear you can choose whether for sport and exercise or just every day activities."
In line with the store opening, The Athlete's Foot will launch a free 14-week progressive running program fit for all levels of fitness.
Lead by athletics coach Tim Crosbie, participants will meet weekly at the Melbourne Central store.
The store's official launch event will be held at 10am on Thursday April 4 with the first 50 customers through the doors to receive The Athlete's Foot fit pack equipped with a branded water bottle, cap and bag.
The Athlete's Foot is owned by Accent Group Limited distributor, alongside Platypus Shoes, Hype and Skechers.