FEATURES - CURRENT FEATURES - APR 2010 - THE TRACK & FIELD STORE

One of the most highly-regarded sports brands in Brazil, The Track & Field Store is a high-end sporting goods boutique chain. Its 37 stores carry Track & Field products as well as other state-of-the-art products and brands. With over 20 years of existence, the brand has always been highly recognized for the technology and design of its products.

Combining innovative design with comfort and style, Track & Field products enhance performance while being chic and stylish; collections include the core collection which is designed to meet a variety of lifestyle needs for all athletes including indoors and outdoors activities plus casual wear meant to be worn anytime.



The retailer also carries apparel and accessories specific to cross-training, triathlons, yoga, running, swimming and cycling, as well as seasonal winter and summer sports including a high-end swimwear collection that is reputed as a favourite amongst Brazilian models.

In January, The Track & Field Store recently opened its first flagship store in the US, at 977 Madison Avenue at 77th Street in Manhattan. Designed by award-winning Brazilian architect Arthur Casas, the new 850sq ft store is modern and unique in design and will feature an innovative display of merchandise in the form of a ‘capsule’ wall. Unlike most retail stores that have stock rooms, the store will display all merchandise in approximately 1,100 clear individual capsule containers that cover an entire wall of the store. Stacked in the wall and individually packaged by style, size and colour, each encapsulated item will be readily available for customers to try on in one of three dressing rooms, or take directly to the cashier for purchase.



Apparel will be displayed on shelves and hanging fixtures on the opposite side of the store as well as on floor fixtures throughout the store. A video wall streaming scenes from popular sporting landscapes will create a distinctive shopping experience, as customers will feel that they are ‘in the field’.

Founding partner and Strategic Planning Director, Frederico Wagner comments: “I am personally very excited to introduce brand to America and feel our Madison Avenue location is ideal for our first retail outlet in the US. We chose a location near Central Park, as well as several athletic clubs and fitness studios because we cater to people who value a healthy and sporty lifestyle. Our objective is to assist people in exceeding their fitness goals with the help of our innovative fabrications and designs.”



Wagner formed the company with fellow founders Ricardo Rosset and Alberto Azevedo.

Whilst New York would certainly be the retailer’s newest and most challenging project, it is no stranger to the flagship format. In Brazil, Shopping Centre Iguatemi in Sao Paulo, is generally considered to be the brand’s most expressive store.

The company has a further seven stores scheduled to open throughout Brazil this year, whilst longer term it plans to launch over 70 stores in the US between now and the 2016 Summer Olympic Games hosted in Rio.



For the full article, please see the April 2010 issue.

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