Dive Brief:
- Foot Locker is adding outdoor brand Salomon to its assortment, according to a Wednesday press release from the athletics retailer.
- Men’s and women’s styles from the Amer Sports-owned footwear line will be available beginning Sunday, and will include the XT-6, XT-6 Gore-Tex and XT-Whisper silhouettes, with prices ranging from $145 to $200.
- The move comes as parent company Dick’s works to turn around Foot Locker by reducing SKUs and bringing in more premium products following last year’s $2.4 billion acquisition.
Dive Insight:
Back-to-school season is practically within walking distance, and Foot Locker’s introduction of a high-end sneaker brand takes full advantage of that timing.
Salomon is a favorite fashion and streetwear label, and it’s known for its high-profile collabs with designers such as JJJJound, Sandy Liang and MM6 Maison Margiela. Partnering with Foot Locker gives France-based Salomon a stronger toehold in the U.S. market, while potentially helping boost the athletics retailer’s profile in Europe, where its recovery has been slower.
“As our customers continue to embrace brands that sit at the intersection of sneaker culture and style, Salomon is a key addition to our brand portfolio,” Michelle Wang, chief merchant at Foot Locker and Kids Foot Locker, said in a statement. “The brand has carved out a unique position in the marketplace through design and growing street style influence, making it an exciting addition to our offering while amplifying our merchandising strategy and reinforcing our position as the ultimate destination for sneaker culture.”
In March, Dick’s Executive Chairman Ed Stack told analysts that Foot Locker’s “Fast Break” refresh strategy was working, and that inventory cleanup efforts had been more or less completed. The company is in the process of expanding its “Fast Break” format to 250 Foot Locker stores across the U.S. and Europe, and bringing both customers and vendors back to the stores.
To help promote the Salomon launch, Foot Locker and Salomon are hosting a pop-up event in New York City on Aug. 1.
“This partnership marks a defining moment for Salomon across the US marketplace,” Laura Stauth, senior vice president of wholesale at Salomon, said in the release. “We have spent decades pushing the boundaries of performance and design, and that dedication has allowed us to resonate authentically with consumers who live at the intersection of style and sport. Foot Locker is a key partner in bringing that vision to life.”
