Dive Brief:
- Foot Locker is bringing on a 19-year Nike veteran to lead its recently acquired WSS banner, the retailer said in a press release Monday. Blanca Gonzalez will become the senior vice president and general manager of WSS on May 15.
- In addition to a long tenure at Nike, Gonzalez joined Lululemon in 2021 as chief merchant, where she led both men’s and women’s merchandising strategy. She was only there for a year before returning to Nike as vice president of North America Product Merchandising, according to her LinkedIn.
- At Foot Locker, Gonzalez will oversee the operations of WSS, which focuses on Latino communities and has a more neighborhood-oriented store fleet. She will report to Chief Commercial Officer Frank Bracken.
Dive Insight:
Foot Locker acquired WSS for $750 million in 2021 with an eye on expanding its presence on the West Coast.
The deal was announced at the same time as Foot Locker’s acquisition of Japanese retailer Atmos, which was geared at giving the company a stronger foothold in the Asia Pacific region. At the time, Foot Locker noted that WSS operated in just three of the top 10 states by Hispanic population and said it aimed to expand the banner and eventually grow the retailer to a $1 billion brand.
Bracken echoed that sentiment in a statement about the hire, saying Gonzalez will help the company “rapidly scale WSS, making it our next $1B banner.”
“Blanca's vast knowledge of the sneaker industry attained throughout her tenure with our great partner Nike will be an incredible asset to our WSS business, which has tremendous potential," Bracken said. "Blanca's remarkable experience, understanding of our diverse customers, and personal roots within WSS's home turf will help deepen our relationships within communities and expand WSS's unique offering of culturally connected experiences.”
Gonzalez previously served as Nike’s vice president and general manager of Los Angeles and the West territory, which overlaps with where many WSS stores are located. At the time of its acquisition, WSS operated 93 stores in California, Texas, Arizona and Nevada.
“WSS has proven to demonstrate a high level of cultural awareness that honors and respects the richness of the Latino experience,” Gonzalez said in a statement, adding that the company will build on this relationship and grow the WSS brand.
Gonzalez is one of a host of new executives that have joined since former Ulta CEO Mary Dillon arrived as chief executive last year. Since Dillon’s arrival, the company has also made a series of changes to its operations, including laying off corporate employees, shuttering its Sidestep and Eastbay banners, winding down two European joint ventures and planning for 400 mall-based store closures by 2026. Dillon aims to simplify Foot Locker’s business and also invest in its e-commerce capabilities, which have lagged behind its competitors. The retailer in March said it will update its website to provide personalized recommendations and improve search and navigation, and it will also relaunch its app.
