Sneaker culture might be global, spanning national boundaries and economic strata. But it also is distinctly local, in that sneakerheads seek recognition and acknowledgment from their immediate reference group. Therefore, Foot Locker sites that adopt the Power Store design are explicitly determined to leverage local talent in staffing their sneaker-centric stores.
The Power Store versions of Foot Locker stores tend to be large and, rather than reflecting the standard look of the chain, specific to local areas. Therefore, the store designs themselves feature local artwork; in the Compton, Calif., store, two local artists took control of all interior and exterior design features. Detroit’s store features art installations by a Detroit native, Désirée Kelly, who cites the city’s “history and heritage” as the inspiration for her works.
Beyond hiring local talent to inform their appearance, the stores are dedicated to hiring local staff. In partnership with the City of Compton, it worked to recruit applicants for new positions for example. Furthermore, the different Power Stores hold neighborhood cleanup events, help maintain community gardens, and seek out local brands that might install their products in the stores, along with the famous name sneakers.
Two other Power Stores are in the United Kingdom, in Liverpool and London, with another in Hong Kong. Further stores are planned for Milan, Philadelphia, New York, and Los Angeles. Wherever they open though, the goal is to ensure employment for local workers, while spreading the values of sneaker culture around the globe.
Discussion Questions:
- Why might Power Stores adopt a local approach to their store design and hiring?
- What are some limitations of such a local approach?
Source: Tom Ryan, “Will Hiring Locals Help Stores Drive Better Results?” Retail Wire, August 28, 2020