Fleet Feet Unveils New Logo and Brand Refresh

Knoxville, T.N. (June 26, 2018) – Fleet Feet, the retail leader in inspiring and empowering the runner in everyone, today unveiled a new logo as part of a larger brand refresh. The logo now includes a symbol, referred to as the Fleet Feet torch, for the first time in the brand’s 42-year-old history.

“Inspire and empower are powerful words for change, and they remain at the heart of what Fleet Feet strives to do in 176 communities across the country every day,” says Joey Pointer, CEO and president of Fleet Feet. “Guided by these words, our internal marketing team created a new symbol that represents this commitment, incorporates our brand’s purpose, and provides our stores with a powerful and consistent look.”

Fleet Feet debuted the logo internally last week at the brand’s annual franchise conference in Minneapolis, Minn. to all store owners, staff, and vendor attendees. The base of the logo symbolizes the spark of inspiration provided by Fleet Feet to runners, while the top portion represents the flames of commitment fanned by the brand through its staff, gear, and programs.

“For over 30 years, our previous logo worked because of the effort our owners and staff put into giving it meaning through their actions in their communities,” says Brent Hollowell, vice president of marketing and vendor management for Fleet Feet. “This new logo builds upon those actions while modernizing and strengthening it for use digitally, on private label gear and apparel, and out in the community.”

In addition to inclusion of the torch symbol, the logo officially drops the word “Sports” from all branding. The refresh will feature prominently in the brand’s new digital campaign, “Let’s Go,” which will roll out across social media over the next several months.

The updated logo rolls out today on fleetfeet.com and the brand’s national social media accounts. Locally, Fleet Feet Knoxville rolled out the new branding digitally with the plans to change all materials by the end of July. 

“We are excited for the new initiative here locally as it goes along with our core values of empowering and inspiring our community.” Cheryl Hadian, co-owner of Fleet Feet Knoxville.

Fleet Feet currently stands at 176 locations in 37 states, and has an e-commerce platform at www.fleetfeet.com that fulfills customer orders from the local inventory of its franchises.

About Fleet Feet

Founded in 1976, Fleet Feet is the largest franchisor of locally owned and operated running stores with 176 locations in 37 states and a national headquarters in Carrboro, N.C. Committed to offering expert advice, intelligent products, personalized solutions, robust training programs, and 24 / 7 brand access at fleetfeet.com, each Fleet Feet location serves runners based on the belief that Running Changes Everything. Stay inspired, motivated, and connected @fleetfeet.

Fleet Feet Knoxville came to Knoxville in 2007 on Parkside Drive in Turkey Creek.

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