Champs Sports Introduces 'Homefield' Concept Store

a group of people in a room

From Chain Store Age, April 18:

Champs Sports is betting on experiences to help drive sales.

The retailer, part of Foot Locker, has opened a new retail concept, Champs Sports Homefield, in Pembroke Pines, Florida. The 35,000-square-foot store, the largest in Foot Locker’s global portfolio, is billed as a “true home for the modern athlete.” It offers a wide range of in-store experiences and specialized services, along with expanded product categories.

Homefield’s experiences include a full-sized basketball court, a multi-sport court and a “Champs Combine” virtual reality digital screen that measures customers’ wing spans, height, jumping ability and agility. Other features include classes taught by local athletes, a smoothie bar and a 2,500-square-foot dedicated health and wellness area.  

The store will also offer ongoing programming events and workshops aimed at bringing the community together in celebration of sports and athletes. A "Wall of Game” will honor residents in the community who have made a positive contribution to local sports.

The merchandise assortment includes a wide selection of apparel, sneakers and equipment for all types of athletic endeavors, from running (with a try-on treadmill), training and yoga, to team sports such as basketball, football, and baseball. Nutritional and recovery products are part the mix.

“We've been a part of athletes' lives since inception and this new Homefield concept directly caters to their total needs,” said Guy Harkless, senior VP and general manager of Champs Sports and Eastbay. “We know those needs are constantly changing and therefore, we are evolving with our consumers across all categories. Our new store in Pembroke Pines represents our own growth and intentional support of all athletes while representing the Champs Sports of the future."

Homefield is the second new store concept this year from Foot Locker. In January,  Kids Foot Locker debuted a format focused on serving local communities with a full-family experience rooted in play.

Foot Locker operates 3,000 retail stores in 28 countries across North America, Europe, Asia, Australia, and New Zealand as well as websites and mobile apps. The company’s banners include Foot Locker, Kids Foot Locker, Champs Sports, Eastbay, atmos, WSS, Footaction, and Sidestep.

Champs Sports’ concept comes after Dick’s Sporting Goods launched a new format, Dick’s House of Sport, with expanded experiences and services for athletes. Both retailers’ store expansions signify how the industry is aiming to lure in consumers with new experiences that go beyond traditional retail.