Nike and Champs Sports debuted a new football-only retail store, Nike Yardline, at a New Jersey mall in September 2011. The move towards a football centric store makes sense for Nike after gaining the rights to all NFL Teams.
After dominating basketball apparel and sneakers for years within Foot Locker with the House of Hoops concept, football is a natural fit to differentiate Champs Sports from Foot Locker. After all, they basically offered the same items anyway, but perhaps in a different color or two. The Nike Yardline retail store in conjunction with Champs Sports is the first of its kind and can only be found in malls. Usually, if you drive near a mall, you’ll see a huge Sports Authority or DICK’S Sporting Goods that offers performance wear and heavily football centric. Can Nike and Champ Sports make a dent in the stand alone, huge, multi-level football centric retail stores?
Nike Yardline at Champ’s Sports
The infrastructure is already in place and now it’s a simple store makeover and changing out product sets for a completely new look and feel.
If Nike Yardline offers football products comparable to their House of Hoops basketball products, no doubt it will shake up the market share. Nike has over 60 House of Hoops locations in Foot Locker and a handful of stand alone stores. If Nike replicates that model with Nike Yardline, purchasing performance wear football or related items could fundamentally change.
The move for Nike to move into a football centric Champ’s Sports store comes at a great time as Dicks’s continues to ingrain itself with Under Armour merchandise. Nike had to do something and they did.
Nike Yardline does not have a stand alone site yet, but has a dedicated section within the Champ’s Sports webiste. Below is a screenshot of what the new Nike Yardline online store offers:
Nike Yardline at Champs