The Athlete’s Foot has opened a concept store on Church Street in Brighton, Victoria, marking the brand’s 34th location in the state and 145th nationwide.
The new store has two levels and has a dedicated MyFit 3D fitting area.
It also features increased digital elements and touchpoints throughout including LED screens and plinths and decorative lighting on the ceiling.
“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,” said Ian Taunton, General Manager at The Athlete’s Foot.
The new store will host a Fit Fleet activation along Brighton Beach over the long weekend, encouraging locals to visit.
The Athlete’s Foot said that it has more planned concept store openings for 2025.