Dive Brief:

• Foot Locker Inc. aims to log $10 billion sales by 2020, up from $7.5 billion in 2014, and sales-per-square-foot of $600, up from $490 last year. Switching up its stores is part of the plan.

• The retailer is also increasing its display and offerings of higher-margin apparel and expanding its reach abroad.

• Foot Locker is continuing to phase out its underperforming Lady Foot Locker brand and replacing it with its successful SIX:02 brand for women, which is designed to compete with Lululemon and Gap Inc.’s Athleta. 

Dive Insight:

As sports apparel booms for both athletic activities and weekend leisure, the retailer is working on having the right mix of merchandise and store concepts to cash in. Its basic approach has worked well enough, at least at its flagship stores, especially when it comes to sales of booming Nike products.

But the retailer has seen the changes in how consumers use sports apparel and gear. And some of the biggest changes have come from women in particular, who are not only participating in fitness and athletic pursuits in greater-than-ever numbers, but are also wearing well designed fitness apparel in their casual work and leisure moments. With so many sports and apparel retailers alike getting in the game, it wouldn’t do for Foot Locker to hang on to its afterthought Lady Foot Locker approach.

"You will see performance zones, more emphasis on ladies products," Foot Locker CEO Dick Johnson told The Street at its Mar. 16 New York City investor day. "We have to think like an apparel company.”