Foot Locker has officially opened its largest store in the UK, located at the heart of Birmingham’s Bullring shopping centre. Now serving as the brand’s UK flagship, the site introduces the retailer’s latest ‘Re-imagined’ concept, aimed at creating a next-level experience for sneaker enthusiasts through exclusive product offerings and immersive services.
The new concept includes three designated permanent areas designed to enhance the customer journey. Central to this is the Sneaker Hub, offering in-store customisation and cleaning services, allowing visitors to personalise and maintain their footwear. A dedicated tunnel space features Foot Locker-exclusive products and limited releases, while a state-of-the-art try-on area provides customers with an upgraded, interactive fitting experience.
To mark the official launch on Friday 27 June, Foot Locker began a month-long celebration with its community. The opening day featured a ribbon-cutting ceremony, branded prize giveaways, interactive games, customisable adidas jerseys, and complimentary sneaker cleaning provided by Crep Protect.
Those unable to attend the launch day will have further opportunities to engage with in-store events. This weekend, 5–6 July, will feature a New Balance DJ booth and Asics tote giveaways with purchases. An exclusive Nike-focused event is scheduled for 9–10 July.
Foot Locker is using the flagship opening as an opportunity to strengthen its presence in Birmingham. The Bullring store has absorbed 11 employees from the recently closed Perry Barr Outlet store and created additional roles, bringing the current team to 45 sales associates.
Neil Carter, VP GEO: UK & Ireland at Foot Locker, said: “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.”
