The Crenshaw Rec by Foot Locker Is a New Kind of Retail Experience in South Los Angeles

Today, Foot Locker has announced the opening of The Crenshaw Rec, a new kind of brick-and-mortar space that goes beyond retail destination.

Set to open in South Los Angeles (3222 W Slauson Ave.) on Saturday, Aug. 22, the first-of-its-kind experience draws inspiration from the role recreation centers have long played as gathering grounds for sport, culture, and community. The Crenshaw Rec by Foot Locker has been developed in partnership with the NIKE, Inc. Family of Brands—Nike, Jordan Brand, Converse—and local leaders in an effort to celebrate the Crenshaw neighborhood authentically, and ensure the proper services are offering to its residents.

"The Crenshaw Rec by Foot Locker reflects our commitment to investing in the communities that have shaped our brand and continue to move sneaker culture forward," said Brett O’Brien, SVP, Chief Marketing Officer at Foot Locker, in an official press release. "Together with Nike, Inc. and respected voices across Crenshaw, we’re proud to create a destination that honors the neighborhood’s rich legacy while inspiring the next generation through sport, culture, and community."

News of The Crenshaw Rec arrives shortly after Foot Locker unveiled a new global campaign. Titled "It Will Always Be Foot Locker," the spot speaks to the retailer's omnipresence at the intersection of sport, fashion, and culture. The new shopping and community destination in South Los Angeles will be no different, but will include hyper-localized, year-round programming to engage with a group that's consistently contributed to what's cool in the U.S. (and by extension, the world).

One key muse to the development of The Crenshaw Rec by Foot Locker is the legacy of Nipsey Hussle, a visionary entrepreneur, rapper, and community organizer who famously grew up around the intersection of Crenshaw Boulevard and Slauson Avenue.

"The family is honored for The Marathon Brand to have the opportunity to partner with Nike, Inc. for the launch of The Crenshaw Rec by Foot Locker," shared Samiel Asghedom, brother of Nipsey Hussle and Co-Founder of The Marathon Brand. "This location is extremely important because we were raised in this shopping center. The restaurants, the record stores, the supermarkets, everything in the shopping center has played a role in shaping our childhood. Hussle sold mixtapes out of this parking lot and we know he would be proud to be a part of bringing youth initiatives to this unique retail experience."

The Crenshaw Rec by Foot Locker will carry NIKE, Inc. brands and will also be the home to exclusive, carefully-considered experiences, described by the brand as:

• Community Programming: Educational workshops including music academies, run clubs, barber shop cuts, and other celebrations throughout the year.
• Exclusive Product Collections: Merchandise available only at The Crenshaw Rec by Foot Locker, including a Crenshaw High School x Nike Team Shop collection and a capsule collection by designer Gavin Mathieu.
• Local Business Integration: Ongoing pop-ups highlighting local businesses and entrepreneurs for future collaborations.
• The Crenshaw Striper Program: A neighborhood hiring initiative creating opportunities for residents while helping shape the in-store experience.

Foot Locker will celebrate the space's grand opening with a Community Swap Meet and 3v3 tournament on Saturday, Aug. 22. The event will feature local vendors, community partners, and special guests. It will be open to the public and begins at 10 a.m. (until the store closes).

Check out the latest drops at FootLocker.com, and download the House of Heat° app (iOS/Android) to stay updated on all Heat° of the Moment.