Wednesday, July 3, 2024

[EXCLUSIVE] Retailer The Athlete's Foot to Open New Headquarters and Store Along Atlanta BeltLine

A new kind of tenant is coming soon at Midtown Promenade (931 Monroe Drive) in Midtown.  The Athlete's Foot, yes, that The Athlete's Foot, will soon debut both a new corporate headquarters as well as a concept store on the back side of the Trader Joe's anchored shopping center.  

The retailer's space (113E) is 12,812 square feet and will provide both visibility and accessibility to the Atlanta BeltLine.  

Established in Pittsburgh in 1971, The Athlete's Foot (taf) has for many years been based in metro Atlanta and has over the years had several owners but has since 2021 been owned by Arklyz Group, a Swiss firm. 

The retailer's focus is on shoes and apparel but not unlike rivals like Foot Locker, The Athlete's Foot also stocks other related accessories. 

The Athlete's Foot in 2016 relocated its North American headquarters from Wildwood Towers in Cumberland/Galleria to the Ellsworth, an adaptive reuse property in West Midtown.  The company previously had headquarters in Kennesaw and Norcross before that.  

ToNeTo Atlanta was first tipped off to The Athlete's Foot move to Midtown Promenade in January and while permits were filed a short time later, our visit earlier this week suggested that there is still plenty to do before the space is ready to welcome employees and customers.  

The Athlete's Foot was once a mall mainstay with locations in most metro Atlanta malls including Lenox Square, Northlake and North DeKalb, among others, but has closed many of them over the years.  The company also had a location at Plaza Midtown - 950 West Peachtree Street - in Midtown.  

In 2004, The Athlete's Foot filed for Chapter 11 bankruptcy protection, and closed all of their 124 company-owned stores in the United States, leaving the brand with 593 independent franchise locations around the world.

Today, The Athlete's Foot is present in 30 countries with over 550 stores, from United States and Australia, to Europe, Asia, Middle East and Latin America.   

The company currently operates Atlanta area stores in Cumberland Mall near Smyrna, Stone Mountain, Stockbridge, Conyers and on Lee Street near The Mall West End, among others.  

Last May, The Athlete's Foot opened a new concept "neighborhood store" at Atlantic Station, one of the company's first new shops to open in metro Atlanta in many years.  

Handel's Homemade Ice Cream is also opening in the Midtown center where it will open in place of a freestanding building that has in years past been home to Bruster's Real Ice Cream (twice) and Rita's Italian Ice, among others.  

Are you excited by the continued return of The Athlete's Foot to intown Atlanta?  Where do you typically buy your footwear and streetwear?  Where else in metro Atlanta would you like to see The Athlete's Foot open?

Please share your thoughts below.

12 comments:

Anonymous said...

Lame, midtown promenade sucks now and they took away free parking.

Anonymous said...

I can’t believe it cost money to park in that center. The center itself is very contained so I can’t imagine someone parking there and walking somewhere else. I would’ve loved to be in the room like a fly on the wall when they discussed charging for parking.

Anonymous said...

actually atlanta, for the most part, sucks ann yoo noe dats rite!

Anonymous said...

The Beltline will provide the perfect getaway vehicle for grab and go crime.

Anonymous said...

waiting for the day the beltline loses popularity

Anonymous said...

Rite Aid?

Anonymous said...

I thought that was Buckhead, and Dunwoody. Make up your mind!

Anonymous said...

Stinks like feet up in there. Pew!

Anonymous said...

Nothing sounds more appealing than walking on an overly crowded sidewalk in 100 degree heat to pick up some food and drinks that were trendy a decade ago. Bonus if the place has a "chef" with unkempt facial hair and tattoo sleeves, 'cause f*ck the establishment, MAN!

Anonymous said...

Since everyone is chiming in about the Beltline itself I thought I'd throw in an interesting fact. Per the Beltline site, there are 33 miles (althought the Beltline itself is only 22) of trail ie sidewalk that comprise the trail at a cost of $4,800,000,000. That works out to a cost of about $27,500 per foot. Not only that it has taken DECADES to build. How did the people of Atlanta allow themselves to get duped into allowing someone to charge $27,500 per foot to build a glorified sidewalk?

Anonymous said...

@July 11, 2024 at 1:15 PM

City leaders claim the extra cost went toward prepping the sidewalk for a rail system that will never be built. In reality, they probably just overpaid contractors who are friends or who gave them kickbacks in exchange for the work.

Anonymous said...

The beltline is just another project featuring knee-jerk thinking. That is, not thinking of every possible angle and consequence before going forward. "Traffic Calming" is another example, along with "mixed-use development".

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