Tulsa mall chosen for new shoe concept
BY KYLE ARNOLD World Staff Writer
Thursday, November 18, 2010
11/18/10 at 6:56 AM
The owners of Famous Footwear are testing a new shoe concept at Woodland Hills Mall aimed at athletes away from hardwood courts and football fields.
Mind Body Sole by Famous Footwear, which opens Thursday at the southeast Tulsa mall, is one of five trial stores planned across the country by St. Louis-based Brown Shoe Co.
The stores aims to attract runners, walkers, hikers and other athletes, said Will Smith, the company's senior vice president of marketing.
"We'll have a more concentrated selection of shoes for athletes," he said. "We'll still have the same brands we have at our other Famous Footwear stores, but a more specialized selection."
The store is located on the upper level, near the food court, said Donovan Gerken, marketing director of the mall.
Taking a cue from the growing trend of locally owned running stores, Mind Body Sole will have a staff trained in fitting shoes on shoppers depending on their athletic lifestyle.
Treadmills in the stores will allow customers to give shoes a thorough testing before buying, Smith said.
The company's other concept, Famous Footwear, carries a variety of dress and casual shoe styles in addition to athletic footwear.
Athletic shoe rivals at the mall include Foot Locker and Finish Line, which carry footwear for team sports as well as running, walking and hiking shoes.
The other Mind Body Sole stores set to open before the end of the year are in Orlando and Palm Beach, Fla.; Denver; and metropolitan Boston.
Brown Shoe Co. spokesman Erin Conroy said the five stores are the only ones planned as the retailer tests the concept and evaluates its success.
The Tulsa store will have 12 to 15 employees when fully staffed.
Original Print Headline: Brand aims for athletes
Kyle Arnold 581-8380
Ariana Stellino is reflected in a mirror as she works in the Mind Body Sole store Wednesday at Woodland Hills Mall. MIKE SIMONS / Tulsa World
Michael Patton works at the Mind Body Sole shoe store in Woodland Hills Mall on Wednesday. MIKE SIMONS / Tulsa World