Foot Locker this week launched Greenhouse, a New York-based incubator designed to foster collaborations between brands, tastemakers and the retailer itself.
Led by Mel Peralta, who founded the marketing and branding consulting firm Stadium Status Group, Greenhouse will be run separately from Foot Locker to develop brand collaborations, form partnerships with youth culture innovators, and do future concepting.
“Greenhouse’s core values of Empowerment, Inclusion, and Innovation are close to me personally, and what resonates with our consumers more than any drop. Greenhouse isn’t built solely for the transaction, rather, it’s here to empower and uplift the next generation of creatives in a way that big business hasn’t before,” Mel Peralta, Team Lead at Greenhouse, said in a statement. “From launching new brands to working with some of the biggest and brightest creatives in the world, the DNA of [Greenhouse] is rooted in youth culture and all of its iterations.”
"The idea for Greenhouse is the product of a year and a half of a collaborative effort to invite a community of our culture into our ecosystem and to have dedicated focus on them. We did that by creating a new team and by honing in on our brand and product diversity, while still developing a space that lives without the pressures what some people perceive Foot Locker Inc. to be,” Foot Locker CMO Jed Berger added. “Greenhouse is where it becomes less about the register and more about cultural relevance for the youth, without just borrowing from the culture but truly supporting and giving back to it.” said.
Initial collaborators on the project include Dao-Yi Chow of Public School and Nicole McLaughlin, who has worked with Reebok, Alife and Paperboy. Future projects will include footwear, apparel and art for women, men and kids to be released on the Greenhouse app.