Champs
Tampa, FL & Portland, OR — Champs Sports, one of the top athletic retail brands in North America, has officially launched its new retail concept stores in Tampa, Florida and Portland, Oregon, signaling a bold new direction in the way sportswear and sneakers are sold in the U.S.
The newly designed stores are not just about selling shoes and athletic gear—they’re focused on building community, personalizing the shopping experience, and celebrating the culture of sport and style.
Here’s an inside look at what’s new, what makes these stores different, and why this shift could redefine Champs Sports’ presence in a competitive retail landscape.
The most noticeable change is the layout and atmosphere. Unlike traditional Champs stores that focus heavily on racks of sneakers and apparel, the new concept brings a community-first environment to life.
The store design includes:
According to Champs Sports’ Vice President of Retail Innovation, Lisa Thomason, the goal is to move beyond simple transactions.
“We want these stores to become hubs where athletes, creators, and local voices come together—not just to shop, but to share, perform, and get inspired,” Thomason said.
The new retail concept is also deeply tied to technology and personalization. Customers walking into the store can scan QR codes to access personalized product suggestions based on their sport, training habits, or fashion preferences.
Key features include:
This approach is designed to offer custom shopping journeys—whether you’re a high school athlete, casual gym-goer, or sneaker collector.
Another major theme in the new concept is local relevance. Champs Sports has worked closely with local designers, artists, and athletes in both cities to bring region-specific collections and stories into the stores.
For example:
In addition, each location will offer exclusive product drops that can only be purchased at that specific store. This strategy helps build excitement and ensures that customers feel they’re part of something unique and local.
One of the most talked-about areas of the new stores is the “Sportstyle” zone—a curated section that blurs the lines between performance and lifestyle.
This space combines:
The Sportstyle zone is a response to a growing trend: young consumers want both function and fashion. Champs is tapping into this crossover culture by offering versatile products that fit both on and off the court.
Unlike traditional stores, Champs’ new locations will also host regular live events and community activations. These include:
Each store will have a rotating calendar of events, encouraging customers to keep coming back—not just for shopping, but for the experience and connections.
The Tampa store, which opened its doors earlier this week, is already booked for weekly yoga and HIIT classes, while the Portland location is planning collaborations with local college sports teams.
The move comes at a time when brick-and-mortar retail is undergoing dramatic change. With more shoppers turning to e-commerce, physical stores must offer value beyond convenience.
According to parent company Foot Locker, Inc., Champs Sports’ new retail concept is part of a broader vision to build “retail destinations” instead of just stores.
“People don’t just shop for products anymore—they want to be part of a brand’s ecosystem,” said Foot Locker’s CEO Mary Dillon. “This new Champs concept represents that evolution.”
So far, industry experts have responded positively. Retail strategist Kevin Mandell commented that Champs is smart to focus on interactivity and locality.
“They’re playing the long game,” he said. “The stores are no longer just selling stuff—they’re selling identity, community, and culture. That’s powerful in today’s market.”
Customers at the Tampa launch echoed this sentiment. One visitor, 17-year-old athlete Mia Torres, said:
“It’s more than a store—it feels like a place made for us. I can try on sneakers, shoot around, and hang with my teammates.”
While only two stores (Tampa and Portland) have launched with the new concept, Champs Sports has already hinted at expanding the model to other major cities in 2025 and 2026.
Targeted cities include:
In the meantime, Champs will collect feedback from these initial locations to refine and evolve the experience.
The launch of the Champs Sports new retail concept is more than just a store redesign—it’s a statement. As younger, digitally-savvy consumers demand more immersive and meaningful retail experiences, Champs is aiming to meet them where they are.
By blending technology, community, local culture, and lifestyle, Champs Sports may be shaping the future of how athletic gear is sold—and how sports culture is celebrated.
If the early reactions in Tampa and Portland are any sign, Champs Sports could be sprinting ahead of the retail competition.
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