The Future of Sneaker Culture: Kimberly Waldmann on Foot Locker’s Innovative Retail Strategy
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Kimberly shares how Foot Locker is leveraging first-party data, creator partnerships, and a reimagined in-store experience to connect with the next generation of sneaker enthusiasts.
“Today, you have to get your brand codes right, you have to get your platform right, you have to have what you stand for right. But, ultimately, tastemakers and culture bearers are going to interpret that, and that's actually what's going to impact your customers at the end of the day.” - Kimberly Waldmann
Sneaker culture is more than just a trend—it’s a movement that blends fashion, sports, and self-expression. Foot Locker, a leader in this space, continues to evolve by embracing innovative retail strategies, and cultural connections. Kimberly Waldmann, Global Chief Customer Officer, offers a behind-the-scenes look at how the brand is expanding its reach, championing inclusivity, and staying ahead of the curve in a fast-paced industry. This episode sheds light on the strategies fueling Foot Locker’s enduring connection with its customers.
Kimberly Waldmann, Global Chief Customer Officer at Foot Locker, drives strategies that enhance customer engagement and amplify the brand’s cultural relevance. With leadership experience at Sephora and Athleta, she brings expertise in consumer marketing, digital innovation, and loyalty programs. At Foot Locker, Kimberly has shaped omnichannel experiences, reimagined store concepts, and built strategic partnerships, blending data-driven insights with creative storytelling to redefine the future of retail.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Expanding Sneaker Culture - Kimberly shares how Foot Locker is unlocking the “inner sneakerhead” in everyone by expanding access to sneaker culture. Women’s sneakers are the fastest-growing segment, with many dressing “from the shoes up” and anchoring their style in sneaker fashion. Additionally, the blending of sports, music, and pop culture has made sneaker culture a central force in today’s cultural zeitgeist. By engaging diverse audiences and embracing new trends, brands can expand their reach and relevance in dynamic markets.
The Future of Brick-and-Mortar Retail - While many predicted the demise of physical stores, Kimberly explains why Foot Locker is proving the opposite with its Foot Locker Reimagined concept. Featuring trend zones, sizing experiences, and knowledgeable associates, these stores create immersive environments that digital channels can’t replicate. By elevating in-store experiences, brands can complement their digital strategies and create meaningful connections with customers.
The Power of Creator Culture - Kimberly emphasizes the shift from brands controlling narratives to tastemakers shaping customer perceptions. Highlighting the launch of Anthony Edwards’ AE1 basketball shoe, she explains how Foot Locker leverages creators and influencers to generate excitement and cultural relevance. By embracing creator partnerships, brands can amplify their reach and impact within key demographics, especially Gen Z.
Leveraging First-Party Data - First-party data is Foot Locker’s “marketing gold,” allowing the brand to deliver personalized, relevant experiences. Kimberly highlights how their revamped FLX Rewards program uses this data to tailor communications based on customer interests, such as basketball fans or style-focused shoppers. For brands, leveraging loyalty programs and first-party data is essential to creating impactful, personalized customer journeys.
Balancing Data and Intuition - Kimberly draws on a Walt Whitman quote to stress the importance of balancing data with intuition in decision-making. While data provides valuable insights, great marketing also requires a gut sense of what aligns with the brand’s values and purpose. For marketers, success lies in blending analytics with creativity to craft authentic and resonant strategies.
Listen to Kimberly Waldmann on The Speed of Culture podcast to learn how Foot Locker is shaping the future of retail, sneaker culture, and customer engagement.
