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Foot Locker Merges Champs Sports And Eastbay

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It may not have a direct impact on team dealers, but the recent decision by Foot Locker to officially merge its Champs Sports and Eastbay brands – after integrating the corporate organizations for both banners last year – is certainly a sign of the times in sporting goods retail.

Now named Champs Sports x Eastbay, the combined brand has its own unified logo and aims to position itself in the youth sports market with retail experiences and joint offerings in the coming months.

In addition, Champs Sports x Eastbay is rolling out an exclusive apparel line with Uninterrupted, an athlete-led media brand that is part of The SpringHill Company, co-founded by LeBron James.

“Uninterrupted’s ‘More Than An Athlete’ line and content series perfectly align with our brand philosophy,” explains Guy Harkless, senior VP & GM of Champs Sports and Eastbay. “With Champs Sports x Eastbay, our goal is to provide young athletes with the tools they need to be successful, and MTAA provides those same athletes with a space to connect with others and learn from their experiences. Together, we hope to support these athletes as they continue to excel on and off the field.”

The move follows the debut of Eastbay Performance apparel merchandise and the naming of Philadelphia Eagles quarterback Jalen Hurts as the line’s first brand ambassador.

Last year, as part of the next phase of the Champs Sports and Eastbay strategic initiative, Foot Locker restructured positions and aligned several functions across the banners and consolidated certain Eastbay operations into Champs Sports.

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Nov 18, 2021

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