Sneakerheads rejoice! The brand new Footaction with Nike Kicks Lounge opened today December 18 on Broadway in Downtown LA. The store coming to Downtown LA’s most significant historical street was announced this past summer in July while the store took only about 5 months to complete build out just in time for the holidays. What was previously a lower-end discount clothing store that still sadly defines much of Broadway today, has been transformed into a polished storefront that stands in complete contrast to most of its immediate surroundings near 8th and Broadway.
The historic 1930’s four story structure at 749 S Broadway, known formerly as the “Blue Jeans” building, has been restored after falling into decades of dilapidation. Above the storefront, the window-less vertical zigzag looking facade — once tattered and peeling green paint — has been painted a light grey color matching the Footaction branding theme. An exciting new vertical neon sign is also supposed to be eventually installed on the right-hand side of the building supporting the effort to make Broadway a glimmering neon district once again. The actual street level looks fantastic with new sparkling windows showing what Broadway could eventually look like all the way through with enough time.
The 6,700 square foot store on the ground level is divided into two parts. On the left side of the store is Footaction selling a variety of clothing and sneaker brands including Nike, Adidas, and Asics. On the right side of the store is a Nike Kicks Lounge, which is considered a specialty store selling exclusive Nike gear. The two sides are connected internally with a large open doorway that promotes customers to shop on both sides.
The rest of the building above, although not open to the public, makes this store a unique flagship concept within the Footaction chain. From the second to the fourth floor will be lounges and event spaces that will host, for example, parties and media launches for sports teams and exclusive branding events.
The new Downtown LA Footaction store is the seventh location in the Los Angeles metro area. The downtown store is also located directly next door to a competitor Shiekh sneaker store, which I view as complementary to each other since it will attract more people looking to buy sneakers. Check out the Shiekh store inside, which is pretty impressive as well.
To see what the building used to look like in its original 1930’s condition as the New York’s Lerner Shops, click here.