When it comes to one of the most sought after and buzzy women’s athletic collections, Foot Locker Inc. is getting a leg up on its competition.
The retailer’s elevated women’s concept banner, Six:02, is set to launch the Fenty x Puma by Rihanna collection in Los Angeles and New York City on Sept. 6, one day ahead of the line’s global launch.
“Launching one day early helps us to secure our positioning in the marketplace in terms of our ability to be first and to partner with Puma and Fenty to tell [this] story and bring it to life,” said Natalie Ellis, VP and GM at Six:02. “It will be an incredible experience when folks come to visit.”
From Sept. 6-25, Six:02 will host two premium pop-up shops in New York (at 125 W. 33rd St.) and Los Angeles (at 8382 Melrose Ave.) that will offer exclusive apparel and footwear designed and inspired by Rihanna.
“The collection feels very Rihanna —there are some gothic overtones and exaggerated volume. She took some inspiration from Japanese street culture and created a collection that really represents her and also resonates with the Puma brand,” Ellis said. “It’s a beautiful product that was designed [based] off of her New York Fashion Week collection.”
To rev up excitement in the two leading markets, Foot Locker said it will place 2,500 keys in locations, such as studios and restaurants, between New York and Los Angeles. Fans that discover the keys can visit the pop-up shops and attempt to unlock lockers to uncover prizes, including Six:02 gift cards, Fenty Puma by Rihanna gear and concert tickets.
Foot Locker also has a series of additional market pop ups planned.
From Sept. 7-11, several Six:02 stores will host “all Fenty, all day” in celebration of the global launch. Local DJs will entertain shoppers and the first 100 customers will receive a key to try and unlock a treasure vault, which holds a prize. Select stores include: Herald Square in New York; Third Street Promenade in Santa Monica, Calif.; Westfield Topanga in Canoga Park, Calif.; Woodfield Mall in Schaumburg, Ill.; Willowbrook Mall in Wayne, N.J.; Memorial City in Houston, and Aventura Mall in Aventura, Fla.