EXCLUSIVE: The Athlete’s Foot to Open New HQ and Corporate Store in Atlanta

The Athlete’s Foot (TAF) will officially open its new corporate headquarters and flagship store location next week in the heart of the Atlanta’s Midtown neighborhood.

In addition to housing the sneaker retailer’s corporate functions, the new two-story building located at 931 Monroe Drive in Atlanta, Ga includes a community center on the main floor where the retailer plans to host various events to further embed itself with local consumers. The new location will also house the franchise’s first-ever corporate-owned retail store, which will serve as a testing and training ground for new franchise operators.

“We are thrilled to unveil our new U.S. headquarters, flagship store, and community center in the heart of Midtown Atlanta,” said Matt Lafone, president and general manager of Americas for The Athlete’s Foot, in a statement. “This location is the first of its kind on Atlanta’s iconic BeltLine and will serve as a cultural hub for community engagement and deeper connectivity.”

TAF’s U.S. e-commerce operations, which will launch at the end of the year, will also be housed in the new corporate office.

The retailer, which operates 67 franchise-owned doors in the U.S., regularly works closely with communities to customize store designs and offer hyper-local assortments catered to local populations. This new store features nods to Atlanta with design elements on the walls that call attention to the city.

The company also worked with Nike Inc. to create a Jordan Brand shop-in-shop experience in the new store complete with a custom-designed Jordan foot wing statue on the wall as well as a large Jumpman on the ceiling. The store also features a bar area and a 60-by-60 foot jumbotron screen for kids to play video games on or watch content.

“It’s next level,” LaFone told FN in an interview. “It’s a very cool opportunity.”

The Athletes’ Foot also partnered with several Black-owned businesses to make the store opening come to life. The chain worked with T. Dallas Smith & Co., the largest African American-owned commercial real estate firm in the country, to select the location. (TAF has previously worked with the firm to open store locations that best serve Black and minority communities.)

TAF also partnered with J.M. Lee Construction Co., which was founded by Morehouse graduate Justin Lee. Finally, Atlanta-based artist Aysha Pennerman created murals in the store to highlight local culture.

“Having attended college in the West End of Atlanta and worn apparel from The Athlete’s Foot through our undergrad years at Morehouse, it is truly amazing to now be building their corporate headquarters,” said Dr. Justin M. Lee, Sr., MBA CEO of J.M.Lee Construction Co. in a statement. “This partnership is a meaningful testament to community support and investment, highlighting the importance of giving back to the areas where we live and work. Thank you TAF and team, for trusting us with making your vision a reality.”

In 2023, TAF reported full-year sales of $593 million, up 7 percent from $555 million in 2022. While TAF did not break out its results by most regions, the company reported that North America sales were up 8 percent in 2023 at a 44 percent maintained margin.