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As online conglomerates take over the retail world, brick-and-mortar stores are scrambling to find ways to lure consumers into their stores. North Carolina-based Fleet Feet, formerly Fleet Feet Sports, is overcoming this trend by combining a rebranding effort with new features such as an app mimicking the millennial favorite Bitmoji.

“Retail has never changed this fast before, but then again it’s also never going to change this slow again,” said CEO Joey Pointer of Fleet Feet’s efforts to not only stay relevant but also stay ahead.

With 176 stores across 37 states—nearly 80 percent of them franchised—Fleet Feet has grown from an old Victorian house in downtown Sacramento, California, offering a basement of running shoes to a national running equipment chain. Founded by Sally Edwards and Elizabeth Jansen, Fleet Feet still operates on a mission of “inspiring and empowering,” Pointer said.

To read more about Fleet Feet, please click here.

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