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Foot Locker has opened its largest UK store in the Bullring shopping centre in Birmingham, marking the launch of its new ‘Re-imagined’ store concept.
The site becomes the footwear and streetwear retailer’s UK flagship and features three permanent zones designed to offer an immersive experience. These include a Sneaker Hub with customisation and cleaning services, a tunnel area showcasing exclusive products, and a try-on zone.
To mark the opening on 27 June, Foot Locker is hosting a month of events including giveaways, interactive games and brand-led activities. Launch-day events featured ribbon-cutting, branded merchandise, and services such as Crep Protect sneaker cleaning and custom adidas jerseys.
Further activities are planned for the weekends of 5–6 July and 9–10 July, with a New Balance DJ booth, Asics-branded tote bags with purchases, and a Nike-focused event.
Neil Carter, vice president for the UK and Ireland, 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.”
The Bullring opening has created new roles and retained 11 staff from the recently closed Perry Barr outlet, bringing the total number of sales associates to 45.
