Foot Locker unveils its biggest UK store in Birmingham’s Bullring with exclusive drops, customisation and sneaker protect offerings

Foot Locker, has officially opened its largest UK store based in the heart of the Bullring in Birmingham. The store, which is now the brand’s UK flagship, introduces its new ‘Re-imagined’ store concept with a next-level retail experience that inspires, includes and celebrates the best product and experiences for all sneakerheads.

The store features three new permanent areas to create an immersive sneaker experience, including a new Sneaker Hub which offers a range of customisation and cleaning services for shoppers to level up their sneaker game. There is also a dedicated tunnel area showcasing Foot Locker exclusives and drops, as well as a state-of-the-art try-on area.

To celebrate the unveiling of the store, which officially opened its doors on Friday 27th June, Foot Locker is hosting a month of celebrations with its community. Opening day kicked off with ribbon cutting, alongside offering branded prizes, interactive games, customisable adidas jerseys and Crep Protect sneaker cleaning for all who attended. For those who missed out on opening day, there are further activities this weekend (5th-6th July), with a New Balance DJ booth and Asics totes available with every purchase, as well as an exclusive Nike takeover on 9th-10th July.

Neil Carter, VP GEO: UK & Ireland says: “Birmingham has always been a city steeped in culture, energy and style and so rolling out our new retail concept for the first time in the UK was a natural next step. Our previous Birmingham store opened 22 years ago, so we’re extremely proud to be building on this legacy and to be creating new opportunities for the city, community and our Stripers. The new flagship store isn’t just about retail, it’s a hub for any and all passionate sneakerheads, offering exclusive products, immersive experiences, and a space where culture and community come together.”

The new flagship also marks Foot Locker’s contribution back to the city. The Bullring store welcomes 11 employees from the recently closed Perry Barr Outlet store and has also hired new roles – bringing the staff total to 45 sales associates.