The Athlete's Foot

Known as the Strategic African American Retail Track, StAART is The Athlete's Foot's response to the growing the racial disparity in the sneaker industry.

Client

The Athlete's Foot

Location

Atlanta, GA

Date

2021

Website

Services

Industries

Challenge

Lack of ownership for communities of color.

The sneaker industry is forecasted to reach $95 billion by 2025. Despite this growth, Black people - considered the primary influencers of sneaker culture - only represent less than 1% of leadership and ownership positions within the industry.

Goal

Develop a pipeline for new franchisees.

Through StAART, The Athlete’s Foot will directly recruit, develop and mentor Black entrepreneurs through its retail franchise model. The program is on a mission to open 50 new stores owned and operated by Black entrepreneurs in the next five years.

Result

Expose. Educate. Activate.

Tantrum collaborated with StAART creator and longtime TAF marketing executive Darius Billings to create a visual identity that would help the program get the attention it deserved in the industry and in the streets.

Championing Black-owned retail

The program will provide StAART franchisees with access to resources, systems, relationships with its strategic brand partners, and a mentorship network - directly addressing many of the barriers that typically prevent Black entrepreneurs from launching and successfully sustaining their businesses.

The Athlete's Foot

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The Athlete's Foot

Ownership is key.

Build Black Generational Wealth, Legacy, & Community

With these goals in mind, TAF developed StAART, an initiative designed to support the recruitment and development of Black franchisees within a market segment that’s growing more and more exclusive every year.