In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton speaks with Kim Waldmann, Global Chief Customer Officer at Foot Locker. Kim explains how Foot Locker leverages first-party data, creator partnerships, and a reimagined in-store experience to connect with the next generation of sneaker enthusiasts.
With leadership experience at Sephora and Athleta, Kim brings expertise in consumer marketing, digital innovation and loyalty programs. At Foot Locker, she shaped omnichannel experiences, reinvented store concepts and built strategic partnerships, combining data-driven insights and creative storytelling to redefine the future of retail.
“Today you have to define your brand codes correctly, you have to define your platform correctly, you have to define correctly what you stand for,” she says on the podcast. “But, ultimately, the trendsetters and the culture bearers are going to interpret that, and that’s actually what’s going to impact your customers ultimately.”
Listen to Kim Waldmann on The Speed of Culture podcast to hear how Foot Locker is shaping the future of retail, sneaker culture and customer engagement.
Key points to remember:
02:12-03:17 Developing sneaker culture — Kim explains how Foot Locker is unleashing everyone’s “inner sneakerhead” by expanding access to sneaker culture. Women’s sneakers are the fastest growing segment, with many dressing “from the shoes on” and anchoring their style in sneaker fashion. Additionally, the blending of sports, music, and pop culture has made sneaker culture a central force in today’s cultural zeitgeist. By engaging diverse audiences and embracing new trends, brands can expand their reach and relevance in dynamic markets.
07:10-08:05 The future of physical retail — While many predicted the demise of physical stores, Kim explains why Foot Locker proves otherwise with its Foot Locker Reimagined concept. Featuring trend zones, sizing experiences and knowledgeable associates, these stores create immersive environments that digital channels cannot replicate. By improving in-store experiences, brands can complement their digital strategies and create meaningful connections with customers.
11:59-13:11 The power of creative culture — Kim highlights the shift from brands controlling narratives to trendsetters shaping customer perceptions. Highlighting the launch of Anthony Edwards’ AE1 basketball shoe, she explains how Foot Locker leverages creators and influencers to generate excitement and cultural relevance. By embracing partnerships with creators, brands can amplify their reach and impact within key demographics, particularly Gen Z.
2:59 p.m. – 4:12 p.m. Exploitation of proprietary data — First-party data is Foot Locker’s “marketing gold,” enabling the brand to deliver personalized and relevant experiences. Kim highlights how their revamped FLX Rewards program uses this data to tailor communications based on customer interests, such as basketball fans or style-conscious shoppers. For brands, leveraging loyalty programs and first-party data is essential to creating personalized and impactful customer journeys.
32:48-34:04 Balancing data and intuition — Kim draws on a quote from Walt Whitman to emphasize the importance of balancing data with intuition in decision-making. While data provides valuable insights, effective marketing also requires an instinctive sense of what aligns with brand values and purpose. For marketers, success lies in combining analysis and creativity to develop authentic and relevant strategies.
