Putting our best foot forward for Mexican client

rpa:group’s design team has been appointed to develop an updated store concept for the successful Mexican franchise of The Athlete’s Foot, a global retail brand recognized as one of the world’s leaders in athletic footwear. The brand currently has 85 stores in Mexico.

The Athlete’s Foot has been celebrated in Success Magazine (ranked the #1 franchise opportunity in America), Franchise Times, Entrepreneur Magazine, Franchise Canada Magazine and numerous other publications globally. It was also named Sports Trend’s – “Trendsetter of the Year” in both the athletic footwear and virtual retail categories. In 2012, The Athlete’s Foot was acquired by INTERSPORT International Corp. (IIC), based in Switzerland.

The trainer market in Mexico presents its own unique challenges; sneakers are commonly referred to as ‘tennis-shoes,’ and ‘sneakerhead’ culture is still in its infancy. We are working with an interesting demographic split that values the select choice and range that TAF offers, but where the environment is dated and the brand lacks focus. Our design concept needed to relate to the existing global brand concept but at the same time appeal to this unique profile, ensuring existing brand loyalty remained.

The original look of the store was very cluttered and lacking focal display. Brands vie for space and shelf standout, and communication is ad-hoc. This resulted with the retail brand itself taking a back seat and being unable to project any cohesive ownership or personality into the store. Our solution makes the store much easier to understand and enables The Athletes Foot to be the hero of an exciting new contemporary retail space.

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