How The Athlete’s Foot Is Helping Boost Black Ownership With a New Franchising Program

As the broader footwear industry tackles its diversity and inclusion shortcomings, The Athlete’s Foot is addressing the issue of ownership directly. In April, the retail chain — which has 570 independently owned and operated stores in 30 countries — launched its Strategic African American Retail Track (STAART) program, an effort to increase African American representation and ownership in the sneaker industry, while also championing entrepreneurship within the Black community. Program creator Darius Billings — who is also senior director of product and marketing at The Athlete’s Foot — said there have been more than 100 inquiries since the initiative launched. “The sneaker industry was built on Black culture. But when you look at the ownership, there’s definitely a lack of representation,” Billings told FN. “We want to make sure that we’re helping build Black ownership, which will then build generational wealth, community and legacy.” The franchise model of The Athlete’s Foot, according to Billings, offers potential business-owners an advantage that starting from scratch cannot. “The good thing about franchising is you have a support system. A lot of independents don’t have a system there, they’re out on their own,” Billings said. “Whether it’s marketing, support, planning, business management, audit — all the different tools that you

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