My store: Madison

Fleet Feet Unveils New Logo and Brand Refresh

Fleet Feet Logo 2018

CARRBORO, N.C. (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 and the brand’s national social media accounts. Locally, Fleet Feet Madison & Sun Prairie will begin to use the new logo today on all digital media platforms and will begin the transition to the new logo in stores over the next few months, culminating with new exterior store signage within the next year.   

“Having gotten our start at Fleet Feet Sacramento, the founding store for our franchise, we are excited about this next step for our brand.  It ties together over 40-years of history while embracing the future of the brand and igniting and empowering the athlete in everyone.  That is our mission and what we strive to achieve with every customer interaction.   The timing is also great for us as we expand our Madison location to better serve our customers and provide more options for athletes through our group training programs,” says Jessica Anderson.  The expansion is targeted to be complete by August, 2018. 

Fleet Feet currently stands at 176 locations in 37 states, and has an e-commerce platform at 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, each Fleet Feet location serves runners based on the belief that Running Changes Everything. Stay inspired, motivated, and connected @fleetfeet.

Let's Go