Foot Locker Inc. is entering new territory.
In a new partnership with Nike, the athletic retailer has bowed The Yardline, a football-specific concept under its Champs Sports banner.
The shop-in-shop, which opened this past weekend in Wayne, N.J.’s Willowbrook Mall, sells only Nike gear and represents the sports brand’s first and only football retail experience.
“We think there’s significant potential in this store,” said Foot Locker Chairman and CEO Ken Hicks. “There are definitely opportunities to have it in more locations, particularly in the NFL cities.”
Although specific plans for expanding the in-store concept have yet to be determined, Hicks said the retail firm plans to operate the store year-round, similar to its House of Hoops shops that exclusively sell Nike basketball product.