The Athlete's Foot goes hyper-local with neighborhood store making its debut in Atlanta

Footwear retailer The Athlete's Foot (TAF) just unveiled a new neighborhood concept store in Atlanta that offers a hyper-localized product assortment and actively connects to the surrounding community. By grounding itself in the specific locale that is — for this pilot — midtown Atlanta, the brand aims to stand out in a highly competitive market.

To celebrate the launch, TAF organized community-focused events like a sneaker customization class and live performances by local artists. In collaboration with Adidas, TAF provided swag bags filled with shoes and clothing to the local Boys & Girls Club. Sneaker cleaner brand Crep Protect offered complimentary sneaker cleans, while underwear brand PSD sponsored basketball activations and giveaways.