Himanish Goel
Foot Locker
Sole Story
Discover. Choose. Belong.
Style that speaks your story.
Style that speaks your story.
Role = UX Strategist and Product Designer
Tools = Figma and Photoshop
Project Type = Independent Study
OVERVIEW
Foot Locker is a footwear and apparel retailer with international presence. They are primarily a mall retailer, and they were the top footwear retailer till early 2000’s. Foot Locker brand continues to survive but the retailer has recently been struggling to attract customers to its stores.
The company’s total revenue has shrunk by 8.8% in the last two years (from $8.75B in 2023 to $8.0B in 2025).
BACKGROUND
The global sneakers market is projected to reach $170 billion by 2033, reflecting the growth of sneaker culture worldwide. Within the sneaker culture, there is a growing culture of sneakerheads, people who collect and trades sneakers as a hobby. The rise of sneakerheads can be attributed to the growth of athlete endorsed shoes in the early ‘80s.
- 95% of sneakerheads view their sneakers as an integral part of their identity.
- 66% of consumers purchase sneakers two times a year or less, but sneakerheads tend to buy more frequently, often seeking limited editions and collaborations.
THE SOLUTION
Foot Locker - Sole Story
Launch the Sole Story as a sub-brand, to position Foot Locker as a reliable source for sneaker resales by appealing to sneakerheads. Foot Locker is uniquely positioned to bring back real stories through annual sneaker events and community events at local stores. Foot Locker can leverage its legacy to reinvent itself as a trusted and reliable partner in trading sneakers. Given the increasing importance of sneaker resale, this pivot is needed for Foot Locker to be relevant in today's sneaker world.
Launch the Sole Story as a sub-brand, to position Foot Locker as a reliable source for sneaker resales by appealing to sneakerheads. Foot Locker is uniquely positioned to bring back real stories through annual sneaker events and community events at local stores. Foot Locker can leverage its legacy to reinvent itself as a trusted and reliable partner in trading sneakers. Given the increasing importance of sneaker resale, this pivot is needed for Foot Locker to be relevant in today's sneaker world.
INSIGHT
We believe in seeing stories of icons and trendsetters come to life and inspiring a new you.
BUSINESS IMPACT
The global resale market for sneakers is expected to grow to $30 billion by 2030. Assuming Foot Locker is able to get 10% market share in the next five years, their total sales will skyrocket to $11 billion from $8 billion in 2025, growth of 38% from 2025. In addition, the growth in the sneaker resale market will help them create a brand cachet among the young cohort and sneakerheads audience.
STRAT LINE
Where every sneaker has a voice, and every step is personal.
TAGLINE
Every sole has a story. Every story has a soul.
Product Outcome - Foot Locker Sole Story
Introduction To Sole Story
We are proposing the implementation of a new digital experience called “Sole Story”. The new digital experience will focus on the sneakerhead, sneaker enthusiasts who collect and trade shoes, and have knowledge about shoe collections.
The growth of the sneaker collection can be traced to the launch of Air Jordan in 1984 with collaboration of Nike and basketball superstar, Michael Jordan. Over the years, the sneaker collection market has grown exponentially.
We are proposing the implementation of a new digital experience called “Sole Story”. The new digital experience will focus on the sneakerhead, sneaker enthusiasts who collect and trade shoes, and have knowledge about shoe collections.
The growth of the sneaker collection can be traced to the launch of Air Jordan in 1984 with collaboration of Nike and basketball superstar, Michael Jordan. Over the years, the sneaker collection market has grown exponentially.
Dashboard
The shoe manufacturers have sneaker drops every month with a limited number of sneakers. Initially, the sneakers were available on a first come-first served basis, but the use of bots led to cornering of sneakers by a select few. Thus, they have now transitioned to a lottery system where registered users for a particular shoe drop have a chance at winning a new shoe drop.
Given the limited number of shoes available and increasing number of sneakerheads, there is a thriving resale market for sneakers. The sneaker resale market is expected to grow from $10 billion in 2021 to $30 billion in 2030, per StockX estimates. As the market has grown, so has the pricing of sneakers with limited availability. For example, in April 2023, a pair of sneakers worn by Michael Jordan in the final NBA season sold for $2.2 million.
The shoe manufacturers have sneaker drops every month with a limited number of sneakers. Initially, the sneakers were available on a first come-first served basis, but the use of bots led to cornering of sneakers by a select few. Thus, they have now transitioned to a lottery system where registered users for a particular shoe drop have a chance at winning a new shoe drop.
Given the limited number of shoes available and increasing number of sneakerheads, there is a thriving resale market for sneakers. The sneaker resale market is expected to grow from $10 billion in 2021 to $30 billion in 2030, per StockX estimates. As the market has grown, so has the pricing of sneakers with limited availability. For example, in April 2023, a pair of sneakers worn by Michael Jordan in the final NBA season sold for $2.2 million.
Identity Badge
Foot Locker can leverage its status as a leader footwear retailer by improving the digital experience. This will create brand awareness and create new markets for Foot Locker. But how?
By creating the Identity Badge, the user will answer a series of questions and based on their selections, an identity badge will be created for the user. The identity badge will be unique for every user and the recommendations to the user will be based on their identity badge.
Foot Locker can leverage its status as a leader footwear retailer by improving the digital experience. This will create brand awareness and create new markets for Foot Locker. But how?
By creating the Identity Badge, the user will answer a series of questions and based on their selections, an identity badge will be created for the user. The identity badge will be unique for every user and the recommendations to the user will be based on their identity badge.
Sneaker Trading Marketplace
As part of the Sole Story, Foot Locker will tap into another business opportunity for creating a marketplace to buy and sell sneakers. This will enable users to sell sneakers from their personal collections and buy sneakers as needed. The goal of the marketplace is to enable Foot Locker make inroads among sneaker lovers.
Certificate of Authenticity
For any sneaker sales and resales, Foot Locker will provide a certificate of authenticity. Given its legacy, Foot Locker can be a trusted partner in the resale market. With growth in sneakers resales and increased prices, there is a growing problem of fake sneakers in the resale market. The certificate of authenticity provided by Foot Locker will confirm the authenticity of the sneakers.
The Certificate
You finally did it. This certificate is your official proof of authenticity, that says your sneaker is officially real, verified, and fully yours. Whether you decide to print it or download it, it’s more than just a receipt. It is a moment for each sneaker lover, a moment that tells you belong here. Welcome to the culture.
Certificate of Authenticity - Print Option
Users will have the option of printing the certificate of authenticity, as needed. For example, for sales at physical locations, the ability to print certificates will be an option for sellers.
Certificate of Authenticity - Download Option
Users will have the option of also downloading the certificate of authenticity, as needed. For digital sales, this will be a valuable option for trading sneakers.
Community Events
Given that community is important for the younger generation, I propose holding an Annual Foot Locker SneakerCON. The SneakerCON event will enable display of private home collections, resale of sneakers by sneaker related seminars. The event will create buzz among sneaker lovers and create brand awareness about the Sole Story brand.
Also, Foot Locker should hold regular sneaker community events at local stores for creating buzz and awareness in the local community. This will change the brand perception among sneaker lovers, one lover at a time. In conducting my user research, the Foot Locker brand evoked nostalgic feelings and was seen as a brand for the older cohort. Holding these events will make the brand more relevant for the younger cohort and improve brand recognition.
Given that community is important for the younger generation, I propose holding an Annual Foot Locker SneakerCON. The SneakerCON event will enable display of private home collections, resale of sneakers by sneaker related seminars. The event will create buzz among sneaker lovers and create brand awareness about the Sole Story brand.
Also, Foot Locker should hold regular sneaker community events at local stores for creating buzz and awareness in the local community. This will change the brand perception among sneaker lovers, one lover at a time. In conducting my user research, the Foot Locker brand evoked nostalgic feelings and was seen as a brand for the older cohort. Holding these events will make the brand more relevant for the younger cohort and improve brand recognition.
Community Discussion
There will also be a community discussion screen to enable users to discuss everything about sneakers. The discussion groups will enable users to chat about sneakers, exchange notes about recent trends and sneaker trading options. Creation of community discussions will ensure stickiness among users and give more traction to the Sole Story brand.
Sole Stories
Sole Stories is a space where sneaker lovers share personal moments about finding the right pair that helped them feel whole again. Maybe it’s walking through pain, showing up with confidence, or just feeling seen. These stories come from real people, and not product pages. It’s not just about the shoes, it’s about how the right sole can shift your soul.
Product Outcome - Social Connect
Process & Reflection
PROCESS
Research on the sneaker industry was an eye opener for me. I never realized that the buying, collecting and trading of shoes has grown into such a massive industry from its modest beginnings in the 80’s. I never envisioned the humble sneaker to be a collection item! While researching, I learnt that there are sneakers which sell for six figures and a few rare ones have even fetched seven figure sums. Nevertheless, it was a great learning experience.
I was involved in all pieces of this independent study project from screen prototyping, mobile app development, strategy, and the final case study. The project took many twists and turns, and the strategy finally presents actionable recommendations for Foot Locker.
Research on the sneaker industry was an eye opener for me. I never realized that the buying, collecting and trading of shoes has grown into such a massive industry from its modest beginnings in the 80’s. I never envisioned the humble sneaker to be a collection item! While researching, I learnt that there are sneakers which sell for six figures and a few rare ones have even fetched seven figure sums. Nevertheless, it was a great learning experience.
I was involved in all pieces of this independent study project from screen prototyping, mobile app development, strategy, and the final case study. The project took many twists and turns, and the strategy finally presents actionable recommendations for Foot Locker.
REFLECTION
Revitalizing a legacy brand has its own challenges. The brand which once defined the footwear market is now a shadow of its past successes. It has been unable to keep up with the times and changing trends. Even though Foot Locker has a huge physical footprint, there is a diminishing awareness among the new generation of sneaker buyers.
My research and product ideas were focused on making it relevant for the current generation of sneaker buyers. Foot Locker has the tools, it just needs to reinvent and leverage its brand recognition to create a market for itself. Rolling over and playing dead is not an option.
Revitalizing a legacy brand has its own challenges. The brand which once defined the footwear market is now a shadow of its past successes. It has been unable to keep up with the times and changing trends. Even though Foot Locker has a huge physical footprint, there is a diminishing awareness among the new generation of sneaker buyers.
My research and product ideas were focused on making it relevant for the current generation of sneaker buyers. Foot Locker has the tools, it just needs to reinvent and leverage its brand recognition to create a market for itself. Rolling over and playing dead is not an option.
Finance is no longer just for the insiders.