Athletic retailer Foot Locker opened a new flagship location at Herald Square in New York City on Tuesday.
Foot Locker’s new 34th street location sits directly across from Macy’s historic flagship store and right around the corner from Penn Station and Madison Square Garden, a highly-trafficked area which the company is betting will help it nab tourist dollars.
For the grand opening, Foot Locker North America CEO Jake Jacobs hosted a “shoelace untying” ceremony with marching band Brooklyn Unite and dance crew Generation X performing at the celebration.
“The 34th street store is the first location to feature our new layout, highlighting the top brands that shoppers know and love. Among other enhancements, the new flagship store will also be a destination for customers to access the newest product offerings from top brands,” said Foot Locker General Manager Andy Gray in a press release.
Foot Lockers Herald Square location will be the first in New York to host the company’s SIX:02 collections, a premium retail section for women’s athletic apparel featuring fashion focused pieces from both big athletic labels like Nike and smaller boutique brands.