The Athlete’s Foot has just opened its brand-new concept store on Church Street in Brighton, Victoria, stepping up the retailer's in-store technology capabilities.
The new store is split across two levels, with the floorplan creating a new path for customers as well as increased privacy for customers, and the addition of the retailer's MyFit 3D fitting area.
The concept store also includes increased digital elements and touchpoints throughout, including LED screens and plinths. New decorative lighting will adorn the ceiling, set to highlight specific areas and products of interest.
“The Athlete’s Foot has been at the forefront of fitting technology and footwear for years, and whilst the existing design was sufficient, we are prepared to challenge ourselves to provide our consumers with an in-store experience that matches their movement ambitions," GM Ian Taunton said.
Brighton is The Athlete’s Foot first store opening of the year, marking 145 stores nationally and Victoria's 34th stores. The new Brighton location on the prominent Church Street shopping strip, and will be housed alongside other apparel and footwear retailers including Assembly Label, Kookai, and Country Road.
The Athlete’s Foot is set to welcome customers to the store across the opening weekend, with in-store activity across the long weekend and a Fit Fleet activation along Brighton Beach.
The retailer added more stores featuring the new concept are set to open ahead.