The painfully slow revitalization of Broadway continues. First reported on CAN, I am happy to report more details that a prominent national chain is finally taking over a dilapidated structure — known by many as the “Blue Jeans” building — located at 749 S Broadway near the up-and-coming 8th and Broadway intersection where the Apple Store rumors still persist. A new retail concept from Foot Locker is slated to open here that will hopefully continue to nudge other retailers to open along Broadway in Downtown LA.
About two weeks ago in early July, construction began on the conversion of the Blue Jeans building into what will become the new flagship store for Footaction. This won’t be an ordinary Footaction store but a newer concept that combines three different brands under one roof. The four-story building (five including the basement) will include Footaction, Kicks Lounge, and Flight 23.
For many sneaker lovers, they’ll be happy to see Kicks Lounge, which is a special collaboration between Nike and Foot Locker. Kicks Lounge is considered a specialty store with exclusive Nike sneakers not found in other locations. Flight 23 will carry all Jordan sneakers (as the name would suggest) and Footaction will carry all other sneaker brands including Nike, Adidas, Puma, New Balance, Under Armor, etc.
With each floor spanning about 6,700 square feet, the entire building will be upgraded and modernized. Apparently in the 1930s, Lerner Shops (aka New York & Company) occupied the space, creating the current minimally designed facade in the 1940s. Footaction will restore the facade including the burned out lights that once illuminated the structure. In addition, the facade will receive a much-needed fresh coat of paint (likely their trademark grey and black colors). Most exciting will be a brand new dramatic blade sign that will replace the current “Blue Jeans” blade sign attached to the right side of the building.
The new Downtown LA Footaction flagship store is slated to open hopefully in time for the holidays.