Finish Line (NASDAQ: FINL), a leading athletic retailer, recently entered into a joint venture with Gart Capital Partners to accelerate the expansion of The Running Company stores. Together, they decided they needed a partner who understands the goal of creating a “localized” store that meets the unique needs of the running community.
Finish Line and Gart Capital Partners hired WD Partners to create a store design that positioned The Running Store concept as a knowledgeable authority on the science of running, while communicating an approachable, community-based message.
A primary focal point of the design is the custom shoe fitting experience. This gait analysis area (complete with a treadmill & camera) contributes a very technical look to the store. This emphasizes The Running Company’s knowledge of the science behind running, and also provides teaching tools that empower associates to have more meaningful interactions with customers.
“As an active marathon runner I was thrilled to be a part of this project. Runners can seek out general product information and events on the web, but it’s really nice to know that there are still local stores you can go to get personalized service and connect with other runners in your area.”
When it was time to roll this store out they looked to WD Partners to assist in the ambitious goal of surveying prospective locations to bring 200 stores to life over the next 4 years.