Issue link: https://viewer.e-digitaledition.com/i/1172000
F oot Locker recently launched Greenhouse, a New York-based inc ub ator desig ne d 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 con- sumers more than any drop. Greenhouse isn't built solely for the transaction, rather, it's here to empower and upli the next generation of creatives in a way that big business hasn't before," Peralta said. "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." "e 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 in- clude 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. n Foot Locker's Incubator Pugliese Takes Helm at Under Armour NA B Y J E N N I F E R E R N S T B E A U D R Y Retailer looks to foster brand relationships. sportsinsightmag.com September/October 2019 Sports Insight • 11 IN THE MARKET U nder Armour has hired Stephanie Pugliese, previously the president and CEO of Duluth Holdings, as president of UA's North American opera- tions. UA President and COO Patrik Frisk says the brand's North American strategy remains focused on premium, full-priced distribution, deepening the brand's con- nection with consumers and prioritizing operational excellence. Pugliese, who is also a former Land's End executive, will be charged with carrying out those initiatives for the brand. "We are thrilled to have Stephanie join Under Armour as President of our North American business," says Frisk. "Her demonstrated record of leadership and retail expertise significantly strengthens our ability to further amplify Under Armour as the preeminent athletic performance brand in our home market." n Stephanie Pugliese