Foot Locker promotes Franklin Bracken to role of president

Foot Locker, Inc. announced on Wednesday that Franklin Bracken, currently executive vice president and chief commercial officer, has been appointed to the role of president, effective immediately. 

Bracken will continue reporting to Mary Dillon, Foot Locker’s chief executive officer. 

In his new role, the president will work alongside Dillon on the execution of the firm’s “Lace Up Plan”, aimed to elevate the omni-retail experience, enhance productivity, and create long-term shareholder value. Bracken will also continue to oversee global retail operations, merchandising, marketing, digital, loyalty, and real estate.

With over 30 years of experience in brand management, consulting, digital transformation, marketing, merchandising, and retail operations, Bracken joined Foot Locker in 2010 and has since held several senior leadership roles of increasing responsibility across the company.

Prior to Foot Locker, Bracken held senior management roles at The Coca-Cola Company, SABMiller, and began his career as a management consultant at PricewaterhouseCoopers.

“We are delighted to recognize Frank’s leadership and valuable contributions to Foot Locker, Inc. with this appointment,” said Dillon.

“Over his 15-year tenure, Frank has led several important initiatives across the business, including playing a critical role in the development and execution of our Lace Up Plan, building our brand partnerships, and advancing our omnichannel capabilities. I look forward to continuing to partner with him in his new role as we execute our strategies, further our significant progress in advancing the Lace Up Plan, and create sustained value for our stakeholders.”

Foot Locker is a U.S.-based specialty footwear retailer which today boasts some 2,400 retail stores in 26 countries across North America, Europe, Asia, Australia, and New Zealand, and a licensed store presence in Europe, the Middle East and Asia.

“It’s an honor to be named president as we continue building on the momentum of our Lace Up Plan,” said Bracken. “Looking ahead to the remainder of 2025 and beyond, we are well-positioned to accelerate our progress and deliver on our long-term operational and financial goals as we enter the next phase of execution. We remain committed to expanding sneaker culture and elevating the omnichannel experience for our customers and brand partners, and I’m confident our proven consumer-focused initiatives will further deepen customer engagement, strengthen our market position, and drive meaningful business results.”

In its most recenting trading update earlier this month, Foot Locker announced a fourth-quarter sales drop of 5.8%, in the three months ended February 1.

The company, which operates Foot Locker, Champs Sports, Atmos and WSS, said sales reached $2,243 million, as compared with sales of $2,380 million in the fourth quarter of 2023.