Lacing Up for the Future: Foot Locker’s Playbook for Culture, Growth, and Team Empowerment

When Kim Waldmann stepped on stage for the opening keynote at CommerceNext today, she radiated both authority and humility, a rare mix forged by a career spanning Sephora, Athleta, and now the global retail powerhouse that is Foot Locker. For Waldmann, shaping the future of a brand with so much nostalgia is less about preservation and more about constant reinvention, always with the customer at the center.

A Retailer’s North Star and the Discipline Behind It

At the heart of Foot Locker’s current transformation is the “Lace Up Plan,” a multi-year blueprint for profitable, sustainable growth introduced in 2023. Waldmann, as Global Chief Customer Officer, has become the standard bearer of its four pillars: expanding sneaker culture, upgrading the store portfolio, deepening customer relationships, and delivering a seamless omnichannel experience.

But unlike the top-down strategies that often gather dust, Waldmann’s playbook is built for action and engagement. Her approach draws on a principle she credits with transforming her own career: always find roles and projects where you’re both learning and delivering impact. That curiosity, she says, is contagious. It’s what keeps teams motivated during periods of rapid change and grounds Foot Locker’s transformation in reality, not just vision.

Reimagining Sneaker Culture for a New Generation

Sneaker culture, once the domain of narrow communities, is now global and diverse. Waldmann’s vision is to invite more people in, especially women, who she sees as an “untapped engine of growth” in the category. The new store concept on 34th Street is a testament to this shift, with expanded shelf space for women’s products, trend-driven storytelling, and visual cues that signal inclusivity as soon as a shopper walks through the door.

It’s not just about inventory or marketing campaigns. Waldmann’s team has put women’s voices at the forefront, from campaign ambassadors like LSU’s FJ Johnson, whose style bridges basketball and fashion, to real-time influencer storytelling and social content. The results speak volumes: women’s is now the fastest-growing category at Foot Locker, with double-digit gains over the last year.

Listening, Not Assuming: The Loyalty Lesson

Waldmann is quick to admit that the journey hasn’t always been smooth. The team set out to reinvent the loyalty program with all the “right” answers from headquarters, only to discover a disconnect when they asked associates in stores for feedback. The real obstacle wasn’t strategy or promotion, but friction in sign-up, slow WiFi, confusing steps, and a lack of support for front-line staff. By putting store teams in the driver’s seat, Foot Locker unlocked a dramatic jump in loyalty sales, from 20% to over 50% in just a year. For Waldmann, the takeaway is simple:

Data Is Culture But Culture Is Data, Too

Foot Locker’s shift to a truly data-driven model goes well beyond dashboards. Waldmann’s leadership cultivates what she calls a “culture of asking why.” Teams are encouraged to challenge trends, debate assumptions, and dig for the story behind every metric. In her view, data is not just quantitative; it includes consumer sentiment, macro shifts, and competitor moves. The real magic happens when teams blend the art and science, quantitative and qualitative, to anticipate trends and respond in real time.

This responsiveness is most visible when sneaker moments go viral. The company’s “in the group chat” approach means store teams, digital marketers, and social leads are always tuned into the cultural pulse, ready to turn a buzzer-beater or trending sneaker into instant campaigns and store activations.

Gen Z, Self-Expression, and the Rise of Customization

The future of sneaker retail, Waldmann believes, is being written by the under-34 crowd, a generation that craves both variety and authenticity. Foot Locker’s data shows teens are the fastest-growing segment, but what sets Gen Z apart isn’t just youth; it’s a desire for self-expression over hype. Shoppers are less interested in accumulating must-have items and more focused on rotating different looks, customizing with metallics or charms, and experimenting with style as a form of identity.

Even the so-called “sneaker arena”, the blend of ballet flat and sneaker that’s taken over TikTok, speaks to this shift. Waldmann notes that Gen Z wants options, not just trends. It’s the freedom to mix, match, and personalize that gives sneaker culture its new energy.

Omnichannel, Ground-Up: Digital and Store as One

While Foot Locker’s legendary in-store experience remains a differentiator, Waldmann is equally focused on digital. The new omnichannel approach ensures that what works in-store - trend zones, capsule collections, live content - translates online, with influencer stories, curated navigation, and easier paths to the hottest styles. The goal: a 360-degree experience, whether you’re shopping from the street or your phone.

Leading Teams Through Change: Three Principles

Waldmann closed her keynote with a leadership playbook fit for any sector in flux. First, she argues for relentless repetition of the vision, even if leaders feel they’ve said it a hundred times. Next, she champions a bottom-up process: let those closest to the work shape the tactics and sequencing. Finally, she places high value on celebrating both “wins” and “learns.” For Foot Locker, rewarding experimentation, even when it doesn’t work out, is essential to staying creative and resilient.

Trendspotting: What’s Next in Sneakers

Asked for a sneak peek at the next big trend, Waldmann pointed to the resurgence of visible technology, chunky silhouettes, platform soles, and the return of Nike Shox “boing”, a look set to define back-to-school and holiday seasons for both men and women. But in her world, the real trend is openness: the willingness to let new voices, new data, and new ideas lead the way.

The Foot Locker Takeaway: Culture, Curiosity, and the Customer

For all the talk of transformation, Waldmann’s keynote distilled a simple truth: lasting retail relevance comes from relentless curiosity, deep team engagement, and cultural fluency, qualities that let Foot Locker stay laced up for whatever comes next.

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