Concept and implementation of the Authentic Feet stores
Authentic Feet
Brazil
Introduction
We were challenged to increase the network’s average ticket by transforming the business model — from a store specialized in athletic footwear to a broader sports goods store.
The goal was to go beyond selling sneakers, encouraging new purchases by expanding the product mix and enhancing the brand experience.
Development
The project’s strategy was to create an emotional connection with visitors, inspiring rather than simply selling. The store evolved from being just a point of purchase to becoming a dynamic, ever-changing space where each visit reveals a new possibility. This flexibility was made possible by a clean and versatile architectural design, with modular walls that support everything from full outfit displays to high-capacity merchandising, both front-facing and lateral.
The product mix was expanded to include apparel in the portfolio. This variety encourages customers to return more often, increasing the potential for cross-selling. Additionally, sustainability was a key pillar of the project: we chose materials such as Ecobrick, made from recycled polyurethane — a choice that reinforces the brand’s commitment to conscious and contemporary practices.
Results
The new project repositioned the store as a dynamic, attractive space aligned with the behavior of today’s consumer. The expanded product mix, combined with a versatile and sustainable environment, strengthened the brand’s presence, increased the average ticket, and created a space that inspires, welcomes, and encourages customers to return.
