The Athlete’s Foot (TAF) has opened its new corporate headquarters, flagship location and community center on Monroe Drive in Atlanta, in the center of the city’s Midtown area. The retailer promises this new space will be “a cornerstone for retail excellence and community engagement” by offering community enrichment, sponsorships and educational programming.
TAF worked with several Black-owned businesses to develop the flagship’s design, including commercial real estate firm T. Dallas Smith & Co.; general contractor J.M. Lee Construction Co.; and Atlanta artist Aysha Pennerman, who will add vibrant community-centric murals to the space. These partnerships aim to reaffirm the retailer’s commitment to diversity, community and supporting Black entrepreneurship.
“We are thrilled to unveil our new U.S. headquarters, flagship store, and community center in the heart of Midtown Atlanta,” said Matt Lafone, President and GM of Americas at The Athlete’s Foot in a statement. “This location is the first of its kind on Atlanta’s iconic Beltline and will serve as a cultural hub for community engagement and deeper connectivity. We look forward to welcoming everyone to experience what The Athlete’s Foot has to offer, from the neighborhood, for the neighborhood.”
TAF isn’t the only retailer leaning into more localized, community-centric store concepts. HOKA has dedicated an entire floor of its NYC flagship to community-based programming and networking opportunities, while brands like Coach test different store designs and entertainment concepts to local market trends.
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