If you’re a sneaker enthusiast, then you definitely heard of Atmos. Atmos is a boutique that played a significant role in shaping sneaker culture and streetwear trends. It was a driving force in making sneakers not just a footwear choice but a statement of style and identity. After two decades, the Tokyo-bred retailer finally made it to the US! To the joy of many fans. Now, in a sudden move, Atmos is closing its US stores and US online sites. But why? Let’s dig into this together and find out!
The Legacy of Atmos
Before we dive into the reasons that drove Atmos to close its US stores, let’s honor its legacy with a brief recap.
2000 – Roots in Japan
Hirofumi Kojima opened Atmos in Harajuku, Tokyo, Japan in 2000. Kojima had a passion for sneakers and streetwear and wanted to create a unique retail experience for like-minded enthusiasts. So, it humbly began as a small sneaker store selling mainly vintage silhouettes. Now, Kojima is not as famous as some other figures in the fashion industry. However, his work and the success of Atmos had a lasting impact on sneaker culture and street fashion. He’s the ultimate sneakerhead dream!
2020 – International Expansion
In November 2020, atmos merged with Philadelphia-based sneaker boutique UBIQ to form Atmos USA. This expanded its brick-and-mortar presence to the US with three stores in New York, Philadelphia, and Washington, D.C. In August 2021, Foot Locker purchased the company, alongside footwear chain WSS, in a $1.1 billion deal. Atmos was worth $360 million of that deal. And well, it continued to operate independently and with its own name in its NYC, Philly, and DC locations.
What Makes Atmos Special for Sneakerheads?
Atmos gained attention for its distinctive store design and layout, which was often inspired by urban and street art culture. The store aimed to create a unique atmosphere for customers, making it more than just a place to buy sneakers. It was a place that breathed and birthed sneaker culture.
Atmos became known for its unique store designs, collaborations with major sneaker brands, and its contributions to sneaker culture. Now let’s talk a little bit about those epic collaborations! The store partnered up with big brands like Adidas, ASICS, New Balance, Salomon, and most notably, Nike. One of the most famous collaborations was 2007’s Nike Air Max 1 Atmos Elephant which many consider an iconic shoe in the industry. The partners re-release the kicks in 2017 and it was a huge success!
Why Is Atmos Closing Its US Stores?
To know why Atmos closed its US stores, you need to know more about Foot Locker, their acquirer. Foot Locker’s business depends upon sneaker companies, such as Nike and Adidas, being willing to sell its products to them. Their acquisition of Atmos diversified their holdings into a company that operates retail stores and makes its own products. Former Foot Locker Chief Executive Richard Johnson saw Atmos as a way for the company to further embrace sneaker culture. You can check the full acquisition statement here.
This was a brilliant idea two years ago, but now things changed a bit for the US region. Senior Vice President and General Manager of Atmos Patrick Walsh explained it in his statement to Footwear News.
Foot Locker Has Other Plans With Atmos
In short, the reason for closing Atmos US is to focus the attention on the Japanese and Asian markets.
And if you want the long answer, here goes nothing! You see, there’s obviously more money in the eastern markets. In other words, the brand will continue to exist but only outside the US. This tactic is the brainchild of business guru Mary Dillon. She became Foot Locker CEO in August 2022 and offered her insights into the company’s plan to reach $9.5 billion in sales by 2026. You can check out the action plan right here.
But if you wanna know the part that concerns Atmos, we got you. Atmos would serve way better as a ground for innovation when it focuses on its roots in Japan. Which makes the US closings sound… fair? In August 2023, Foot Locker Inc. witnessed a 33% percent drop in its shares. At Atmos alone, sales fell 10 percent in the same quarter. So, the billion-dollar question here is: While this is the best option for Foot Locker’s future, is it the best for Atmos’?
Should US Sneakerheads Panic?
Nope, you shouldn’t. Yes, it’s sad and yes, you won’t get the Atmos in-real-life shopping experience anymore, but consider the following. There are over 100 websites out there where you can get the premium sneakers your heart desires. Atmos isn’t and won’t be the only store out there. If you wanna narrow your search, these sneaker shops can come in handy. But if you really wanna stick to Atmos, maybe you should look into reshipping services!
Also, studies show that nowadays, especially post covid, customers prefer online shopping. Sadly, the real-life experience might become extinct and probably exclusive to the nostalgic. Don’t let this get you down though, because online shopping increases your sneaker copping chances a billion times. All you have to do is use the right all-in-one bot that supports Nike SNKRS, Adidas, Shopify, and more! Not trying to brag but this happens to be NSB, so check it out now!
