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Foot Locker: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 06, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Foot Locker, a renowned global retailer specializing in athletic footwear and apparel. As we explore the company's business model, we will examine its core strategies and revenue streams that have contributed to its success. Additionally, a comprehensive SWOT analysis will shed light on Foot Locker's strengths, weaknesses, opportunities, and threats in the ever-evolving retail landscape. Finally, we will identify and analyze the key competitors that Foot Locker is likely to face in the year 2023.

    What You Will Learn:

    • Who owns Foot Locker and the significance of its ownership in the retail industry.
    • The mission statement of Foot Locker and how it guides the company's operations and goals.
    • The various revenue streams and business strategies employed by Foot Locker to generate profits.
    • An in-depth explanation of the Foot Locker Business Model Canvas and how it contributes to the company's success.
    • Identification of Foot Locker's main competitors and understanding their impact on the market.
    • A comprehensive SWOT analysis of Foot Locker, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Foot Locker?

    Major Shareholders of Foot Locker

    When it comes to ownership of Foot Locker, there are several major shareholders that hold a significant stake in the company. These shareholders include institutional investors, mutual funds, and individual investors. Let's take a closer look at some of the most prominent owners of Foot Locker:

    1. BlackRock Inc.

    BlackRock Inc. is one of the largest investment management firms in the world and owns a substantial stake in Foot Locker. As of the latest available data, BlackRock holds around 10% of the outstanding shares of the company. With its extensive portfolio and expertise, BlackRock's ownership in Foot Locker demonstrates confidence in the company's potential for growth and long-term prospects.

    2. The Vanguard Group

    Another major shareholder in Foot Locker is The Vanguard Group, one of the world's largest investment management companies. As of the most recent data, The Vanguard Group holds a significant stake, with ownership exceeding 9% of the total outstanding shares. This highlights the confidence that The Vanguard Group has in Foot Locker's business model and its ability to generate returns for its investors.

    3. State Street Corporation

    State Street Corporation, a leading financial services provider, is also among the major shareholders of Foot Locker. With ownership exceeding 5% of the outstanding shares, State Street Corporation holds a substantial position in the company. As a trusted custodian and asset manager, their ownership signifies their belief in Foot Locker's potential for value creation and sustainable growth.

    4. Individual Investors

    Apart from institutional investors, individual investors also play a significant role in the ownership structure of Foot Locker. These individual investors include both retail investors and high-net-worth individuals who have purchased shares in the company. Their ownership demonstrates the confidence and belief that many individuals have in Foot Locker's ability to deliver shareholder value.

    It's important to note that ownership stakes can change over time as investors buy or sell shares. Therefore, it's crucial for investors and stakeholders to stay updated with the latest ownership information through regulatory filings and company announcements.

    Overall, the ownership of Foot Locker is diversified among institutional investors, mutual funds, and individuals, indicating widespread confidence in the company's future prospects.

    What is the mission statement of Foot Locker?

    The Mission Statement of Foot Locker

    A mission statement is a concise and powerful declaration that encapsulates the purpose and goals of an organization. It serves as a guiding principle for decision-making and outlines the direction in which the company is headed. In the case of Foot Locker, a leading global retailer of athletic footwear and apparel, their mission statement reflects their commitment to excellence in the sportswear industry.

    Foot Locker's mission statement is as follows:

    "To inspire and empower youth culture around the world by fueling a shared passion for self-expression and creating unrivaled experiences at the heart of the sport and sneaker communities."

    This mission statement emphasizes several key aspects of Foot Locker's business philosophy.

    Inspiring and Empowering Youth Culture

    Foot Locker recognizes the influence and importance of youth culture in shaping trends and driving consumer behavior. By focusing on inspiring and empowering this demographic, Foot Locker aims to connect with young individuals on a deeper level. They understand that today's youth are not just customers but also active participants in shaping and defining the sports and sneaker communities.

    Fueling a Shared Passion for Self-Expression

    Foot Locker understands that sports and sneakers are not just about performance or functionality; they are also a means of self-expression. The mission statement highlights Foot Locker's aim to ignite and fuel the passion for self-expression among individuals who are part of the sport and sneaker communities. By providing a platform for self-expression through their products and experiences, Foot Locker aims to create a sense of belonging and identity for their customers.

    Creating Unrivaled Experiences

    Foot Locker recognizes that in the highly competitive retail industry, it is not just about selling products but also about delivering exceptional experiences. The mission statement emphasizes Foot Locker's commitment to creating unrivaled experiences for their customers. Whether it is through personalized customer service, engaging events, or innovative marketing campaigns, Foot Locker strives to go above and beyond to provide memorable and unique experiences that set them apart from their competitors.

    At the Heart of the Sport and Sneaker Communities

    Foot Locker's mission statement acknowledges their central position within the sport and sneaker communities. As a trusted and respected brand, Foot Locker aims to be at the forefront of these communities, understanding their needs, preferences, and aspirations. By positioning themselves at the heart of these communities, Foot Locker can effectively serve their target audience and adapt to the ever-changing dynamics of the sports and sneaker industries.

    In conclusion, Foot Locker's mission statement highlights their commitment to inspiring and empowering youth culture, fueling self-expression, creating unrivaled experiences, and being a vital part of the sport and sneaker communities. This mission statement serves as a guiding principle for Foot Locker, shaping their strategic decisions and ensuring they stay true to their purpose in the industry.

    How does Foot Locker make money?

    Sales of footwear and apparel

    One of the primary ways Foot Locker generates revenue is through the sales of footwear and apparel. As a leading global retailer of athletic shoes and apparel, Foot Locker offers a wide range of products from various popular brands such as Nike, Adidas, Puma, and Under Armour. By leveraging its extensive network of physical stores and e-commerce platforms, Foot Locker is able to reach a large customer base and cater to their diverse athletic footwear and apparel needs. The company's strong relationships with suppliers allow them to secure exclusive releases and limited editions, attracting sneaker enthusiasts and collectors alike. With each purchase made by customers, Foot Locker earns a profit margin on the sale, contributing to its overall revenue stream.

    Partnerships and collaborations

    Foot Locker also generates revenue through partnerships and collaborations with various brands and athletes. These collaborations often involve exclusive product releases, co-branded merchandise, or marketing campaigns that leverage the popularity and influence of athletes and celebrities. By aligning themselves with well-known personalities in the sports and entertainment industry, Foot Locker is able to create unique and highly sought-after products that attract a dedicated fan base. These partnerships not only boost Foot Locker's sales but also help enhance their brand image and strengthen customer loyalty.

    Store leases and real estate investments

    In addition to their core retail operations, Foot Locker also earns revenue through store leases and real estate investments. As a large-scale retailer, Foot Locker operates numerous physical stores across the world. These stores are often located in prime retail locations, such as shopping malls and high-traffic areas, which attract a significant number of customers. Foot Locker enters into lease agreements with property owners, generating income from the rental fees paid by each store. Furthermore, the company may also invest in real estate properties, leveraging their expertise in the retail industry to identify lucrative opportunities for growth and profitability.

    Digital sales and e-commerce

    With the rise of e-commerce, Foot Locker has expanded its online presence to capture a larger share of the digital market. Through their e-commerce platforms, including their official website and mobile app, customers can conveniently browse and purchase products from the comfort of their homes. Digital sales have become an increasingly important revenue stream for Foot Locker, as they cater to a growing segment of tech-savvy consumers who prefer online shopping. The company continues to invest in technology and digital marketing strategies to enhance the online shopping experience, drive traffic to their digital platforms, and boost sales.

    Additional revenue streams

    Foot Locker also generates revenue through various additional streams, including but not limited to:

    • Accessories and equipment: In addition to footwear and apparel, Foot Locker offers a range of athletic accessories and equipment such as socks, hats, bags, and sports gear. These additional products contribute to the company's overall revenue.

    • Gift cards and loyalty programs: Foot Locker offers gift cards and loyalty programs to incentivize customer loyalty and repeat purchases. Revenue is generated through the sale of gift cards and the redemption of loyalty program rewards.

    • International operations: Foot Locker has a significant presence in international markets, generating revenue through its global network of stores and online platforms.

    • Wholesale partnerships: Foot Locker operates as a wholesaler, supplying products to other retailers and partners. This allows them to reach a wider customer base and diversify their revenue streams.

    Overall, Foot Locker employs a multifaceted approach to generate revenue, combining traditional retail operations with strategic partnerships, digital sales, real estate investments, and additional revenue streams. This diversified approach helps the company adapt to changing market trends and maintain a strong financial position in the athletic footwear and apparel industry.

    Foot Locker Business Model Canvas Explained

    Introduction to the Business Model Canvas

    The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It is divided into nine key elements, which help to analyze, understand, and communicate the various aspects of a business. One company that can be analyzed using the Business Model Canvas is Foot Locker, a leading global retailer of athletic footwear and apparel.

    Key Partnerships

    Foot Locker has established key partnerships with several major brands in the athletic footwear and apparel industry. These partnerships include collaborations with Nike, Adidas, Puma, Under Armour, and many others. By partnering with these well-known brands, Foot Locker is able to offer a wide range of products to its customers, ensuring a diverse selection that caters to different tastes and preferences.

    Key Activities

    The key activities of Foot Locker revolve around the retailing of athletic footwear and apparel. This includes sourcing and purchasing products from suppliers, managing inventory, pricing and promoting products, and providing a seamless shopping experience to customers through its physical stores and online platforms. Foot Locker also invests in marketing and branding activities to create awareness and drive customer engagement.

    Key Resources

    Foot Locker's key resources include its extensive network of physical stores, its e-commerce platforms, its supply chain infrastructure, and its workforce. With over 3,000 retail stores worldwide, Foot Locker has a strong physical presence, allowing customers to try on and purchase products in-store. Additionally, its e-commerce platforms provide convenience and accessibility to customers who prefer to shop online. The company's supply chain infrastructure ensures the efficient flow of products from suppliers to stores, while its skilled workforce ensures excellent customer service and operational efficiency.

    Value Proposition

    Foot Locker's value proposition lies in its ability to offer customers a wide selection of high-quality athletic footwear and apparel from top brands. The company positions itself as a destination for sneaker enthusiasts, providing a curated collection of exclusive releases and limited-edition collaborations. Foot Locker also offers a superior shopping experience through its knowledgeable staff, interactive displays, and customer loyalty programs. By delivering on these value propositions, Foot Locker attracts and retains customers who are passionate about sports and fashion.

    Customer Segments

    Foot Locker primarily targets customers who are interested in athletic footwear and apparel, with a specific focus on sneaker enthusiasts and sports enthusiasts. The company caters to both male and female customers of various age groups, ranging from teenagers to young adults and beyond. Foot Locker also targets customers who value style and fashion trends, as well as those who prioritize performance and functionality in their athletic gear.


    Foot Locker utilizes multiple channels to reach its customers. Firstly, the company operates a vast network of physical stores located in key shopping destinations globally. These stores provide customers with the opportunity to experience the products firsthand and receive personalized assistance from the staff. Additionally, Foot Locker has established a strong online presence through its e-commerce platforms, allowing customers to browse and purchase products from the comfort of their homes. The company also leverages social media platforms and digital marketing strategies to engage with customers and drive online and offline sales.

    Cost Structure

    Foot Locker's cost structure primarily consists of the cost of goods sold, which includes the purchase of inventory from suppliers. Other significant costs include employee salaries and benefits, store maintenance and rent, marketing and advertising expenses, and investments in technology infrastructure. Additionally, Foot Locker incurs costs related to logistics and distribution to ensure the timely delivery of products to its stores and customers.

    Revenue Streams

    Foot Locker generates revenue primarily through the sale of athletic footwear and apparel. The company earns revenue from its physical stores, online sales, and through partnerships with brands for exclusive releases and collaborations. Foot Locker also offers additional services such as customization options and sneaker cleaning, which contribute to its overall revenue stream. Additionally, the company earns revenue from its customer loyalty programs, where customers can earn rewards and discounts based on their purchases.


    Analyzing Foot Locker's business model using the Business Model Canvas provides valuable insights into the key elements that drive its success. By focusing on key partnerships, key activities, key resources, value proposition, customer segments, channels, cost structure, and revenue streams, Foot Locker is able to effectively position itself as a leading retailer in the athletic footwear and apparel industry. With its strong brand presence, diverse product offering, and commitment to customer satisfaction, Foot Locker continues to thrive in a highly competitive market.

    Which companies are the competitors of Foot Locker?


    Nike is one of the major competitors of Foot Locker. As a global athletic footwear and apparel brand, Nike offers a wide range of products that cater to athletes and sports enthusiasts of all levels. With its strong brand recognition and extensive marketing efforts, Nike has built a loyal customer base and established itself as a leader in the industry. While Foot Locker carries a variety of Nike products in its stores, Nike also operates its own retail stores, giving them a direct channel to reach consumers.


    Adidas is another formidable competitor of Foot Locker. Known for its innovative designs and high-quality athletic gear, Adidas has successfully positioned itself as a leading sports brand worldwide. Like Nike, Adidas operates its own retail stores alongside selling through third-party retailers such as Foot Locker. The fierce competition between Nike and Adidas often drives innovation and pushes both companies to develop cutting-edge products to attract customers.

    JD Sports

    JD Sports is a UK-based athletic retailer that has gained significant popularity and expanded globally in recent years. With a strong presence in Europe and growing influence in the United States, JD Sports competes directly with Foot Locker. Offering a wide range of athletic footwear, apparel, and accessories, JD Sports often attracts customers with its exclusive collaborations and limited-edition releases. Their focus on streetwear and lifestyle products sets them apart from some of the other competitors in the market.

    Under Armour

    Under Armour is a relatively newer player in the athletic apparel industry but has quickly emerged as a competitor to reckon with. Known for its performance-focused products, Under Armour appeals to athletes who prioritize functionality and technology in their gear. While Foot Locker carries Under Armour products, the brand's own direct-to-consumer channels, including their online store, give them a competitive edge. Under Armour's commitment to innovation and continuous product development ensures that they remain a strong competitor in the market.


    Puma, a German multinational corporation, competes directly with Foot Locker in the athletic footwear and apparel sector. With a strong emphasis on sports and lifestyle products, Puma caters to athletes and casual consumers alike. Puma's collaborations with celebrities and influencers, along with their trendy designs, have helped them carve a unique space in the market. While Foot Locker stocks a variety of Puma products, the brand's own retail stores and online presence contribute to their competition with Foot Locker.


    Foot Locker faces stiff competition from established sports brands like Nike and Adidas, as well as emerging players such as JD Sports, Under Armour, and Puma. These companies strive to capture market share by offering innovative products, engaging marketing strategies, and direct-to-consumer channels. As the competition intensifies, Foot Locker must continue to adapt and differentiate itself to maintain its position in the athletic retail industry.

    Foot Locker SWOT Analysis


    • Strong brand recognition: Foot Locker is a well-known and respected brand in the athletic footwear and apparel industry. It has built a reputation for offering a wide range of high-quality products from top brands.
    • Extensive distribution network: The company has a vast network of stores globally, allowing it to reach a large customer base. This extensive distribution network gives Foot Locker a competitive advantage over its rivals.
    • Exclusive partnerships: Foot Locker has established exclusive partnerships with major brands like Nike, Adidas, and Under Armour. These partnerships allow the company to offer exclusive products and limited edition releases, attracting customers and driving sales.
    • Customer loyalty programs: Foot Locker has implemented loyalty programs such as the FLX program, which offers rewards, discounts, and exclusive access to events. These programs help in fostering customer loyalty and repeat purchases.
    • Strong online presence: Foot Locker has a well-developed e-commerce platform that allows customers to shop online, browse products, and read customer reviews. The company's strong online presence enables it to reach customers globally and drive online sales.


    • Dependence on external brands: Foot Locker relies heavily on external brands for its product offerings. This dependence makes the company vulnerable to changes in brand popularity, pricing, and availability.
    • Limited product diversification: Although Foot Locker offers a wide range of athletic footwear and apparel, its product diversification is limited to the sports and fitness industry. This lack of diversification may hinder the company's ability to adapt to changing consumer preferences and market trends.
    • Vulnerability to economic conditions: Foot Locker's business performance is highly dependent on the overall economic conditions. During economic downturns, consumers may reduce their discretionary spending, affecting Foot Locker's sales and profitability.


    • Growing athleisure trend: The increasing demand for athleisure apparel presents an opportunity for Foot Locker to expand its product offerings beyond traditional sports footwear and apparel. By capitalizing on this trend, the company can attract new customers and increase sales.
    • International expansion: Foot Locker has already established a global presence, but there are still untapped markets where the company can expand. By entering new international markets, Foot Locker can reach new customers and drive growth.
    • E-commerce growth: The rise of e-commerce presents an opportunity for Foot Locker to further develop its online platform and increase online sales. By enhancing the user experience, offering personalized recommendations, and leveraging digital marketing strategies, the company can capture a larger share of the online athletic retail market.


    • Intense competition: The athletic footwear and apparel industry is highly competitive, with numerous competitors vying for market share. Foot Locker faces competition from both physical retailers and online marketplaces, which may affect its sales and profitability.
    • Counterfeit products: The market for counterfeit athletic footwear and apparel poses a threat to Foot Locker's brand reputation. Counterfeit products can undermine customer trust and loyalty, leading to potential revenue loss.
    • Shift in consumer preferences: If consumer preferences shift towards alternative footwear styles or fashion trends, Foot Locker's product offerings may become less desirable. This shift in preferences could lead to declining sales and market share for the company.

    Key Takeaways

    • Foot Locker is owned by its shareholders, with the largest shareholder being Richard M. Johnson, who is also the CEO of the company.
    • The mission statement of Foot Locker is to inspire and empower youth culture through innovative products and experiences.
    • Foot Locker primarily makes money through the sale of athletic footwear and apparel from various brands in its retail stores and online platform.
    • The Foot Locker Business Model Canvas includes key elements such as key partners (brands and suppliers), key activities (merchandising and marketing), and revenue streams (sales of products).
    • Some of the competitors of Foot Locker include Nike, Adidas, Puma, and JD Sports.


    In conclusion, Foot Locker is a retail company specializing in athletic footwear and apparel. It is owned by its shareholders, with no single entity holding a majority stake. The mission statement of Foot Locker is to inspire and empower youth culture through a diverse range of athletic products.

    Foot Locker generates revenue by selling branded athletic footwear and apparel through its physical stores and online platforms. Additionally, it earns income through partnerships and collaborations with various sports brands.

    Analyzing Foot Locker's business model canvas, we can see that the company focuses on key activities such as sourcing and merchandising, marketing and promotion, and providing excellent customer service. It maintains strong relationships with suppliers and partners to ensure a diverse product offering and a seamless shopping experience for customers.

    When it comes to competition, Foot Locker faces fierce rivalry from companies such as Nike, Adidas, and JD Sports. These companies also specialize in athletic footwear and apparel and have a significant market presence. Foot Locker must constantly innovate and differentiate itself to stay ahead in this competitive landscape.

    A SWOT analysis of Foot Locker reveals its strengths in its wide product range and strong brand partnerships. However, the company also faces challenges such as increasing online competition and changing consumer preferences. It has opportunities to expand globally and tap into emerging markets, but must also be cautious of potential threats such as economic downturns and counterfeit products.

    Overall, Foot Locker is a prominent player in the athletic retail industry, constantly striving to meet the needs and desires of its target market. By understanding its ownership, mission statement, revenue streams, business model, competition, and SWOT analysis, we can gain valuable insights into the company's operations and position in the market.


    What are the strengths of Foot Locker?

    1. Strong brand recognition: Foot Locker is a well-known and respected brand in the athletic footwear and apparel industry. It has a strong reputation for offering high-quality products from leading brands.

    2. Wide product range: Foot Locker offers a wide range of athletic footwear, apparel, and accessories for men, women, and children. It carries products from popular brands like Nike, Adidas, Puma, and Under Armour, providing customers with a diverse selection.

    3. Extensive store network: Foot Locker operates a vast network of stores globally, allowing it to reach a large customer base. This widespread presence gives them an advantage in terms of visibility and accessibility.

    4. Strong relationships with suppliers: Foot Locker has established strong relationships with leading athletic footwear and apparel brands. These relationships allow them to secure exclusive releases and collaborations, attracting customers seeking limited-edition products.

    5. Emphasis on customer experience: Foot Locker focuses on providing a positive shopping experience for its customers. It offers knowledgeable and friendly staff who can assist customers in finding the right products and provides a seamless online shopping experience.

    6. Loyalty program: Foot Locker's loyalty program, FLX, offers various benefits to its members, including rewards, access to exclusive events, and early access to product releases. This program helps to foster customer loyalty and repeat business.

    7. Strong online presence: Foot Locker has a robust e-commerce platform that allows customers to shop conveniently online. They invest in user-friendly website design, fast and reliable delivery, and hassle-free return policies, enhancing the overall customer experience.

    8. Marketing and partnerships: Foot Locker utilizes various marketing strategies and collaborations with athletes, musicians, and influencers to promote its brand and products. These partnerships help to create brand awareness and appeal to a wider audience.

    9. Diversification: Foot Locker has expanded its product offerings beyond footwear, including apparel and accessories. This diversification helps to capture a larger market share and cater to the evolving needs of customers.

    10. Strong financial performance: Foot Locker has consistently demonstrated strong financial performance, indicating its ability to generate profits and sustain growth. This financial stability positions the company well for future expansion and investment opportunities.

    What is Foot Locker competitive advantage?

    Foot Locker's competitive advantage lies in several key areas:

    1. Wide range of products: Foot Locker offers a diverse selection of athletic footwear, apparel, and accessories from various brands, making it a one-stop-shop for customers looking for a comprehensive range of options.

    2. Strong brand relationships: The company has built long-standing partnerships with top athletic brands like Nike, Adidas, and Under Armour, allowing them to secure exclusive product launches and limited-edition releases that are highly sought after by consumers.

    3. Extensive store network: Foot Locker has a vast network of physical stores globally, providing customers with convenient access to their products. This extensive retail presence allows them to serve customers in various locations and engage with them in-person.

    4. E-commerce presence: In addition to their brick-and-mortar stores, Foot Locker has a robust online platform that enables customers to shop for their products conveniently from anywhere. Their e-commerce presence has been further strengthened by investments in digital technology and user-friendly interfaces.

    5. Knowledgeable and passionate staff: Foot Locker emphasizes staff training to ensure their employees are well-informed about the products they sell. This knowledge, combined with their enthusiasm for athletic footwear and apparel, allows them to provide exceptional customer service and personalized recommendations.

    6. Marketing and brand image: Foot Locker has established a strong brand identity and image, often associating themselves with sports and popular athletes. Their marketing campaigns and sponsorships help create a sense of authenticity and credibility, resonating with their target audience.

    Overall, Foot Locker's competitive advantage stems from their diverse product range, strong brand relationships, extensive retail network, e-commerce presence, knowledgeable staff, and effective marketing strategies.

    What is Foot Locker mission statement?

    Foot Locker's mission statement is as follows: "Inspire and empower youth culture around the world by fueling a shared passion for self-expression and creating unrivaled experiences at the heart of the sport and sneaker communities."

    What are company SWOT analysis weaknesses examples?

    Some examples of company weaknesses in a SWOT analysis could include:

    1. Lack of brand recognition or reputation.
    2. Limited financial resources or unstable cash flow.
    3. Inadequate distribution channels.
    4. High employee turnover or skill gaps within the workforce.
    5. Dependence on a single customer or supplier.
    6. Outdated technology or inefficient processes.
    7. Inability to adapt quickly to changing market trends or customer preferences.
    8. Poor customer service or negative customer perception.
    9. Weak competitive position or market share.
    10. Legal or regulatory challenges that affect business operations.

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