Foot Locker, Inc. Announces Strategic Partnership with Rockets of Awesome

February 26, 2019

Foot Locker, Inc. is committed to growing the business through unique product offerings and elevated experiences, and is therefore pleased to announce a $12.5 million minority investment in Rockets of Awesome. The New York City-based children apparel company offers both a personalized subscription offering alongside a digital first e-commerce experience.

Founded by Rachel Blumenthal, Rockets of Awesome simplifies the way parents shop by delivering high-quality, on-trend, handpicked pieces directly to customers. Each cool and comfy piece is priced $16-$38, polished enough for the playground and a birthday party, and is endlessly mix-and-matchable so kids can easily dress themselves. The brand is shoppable in sizes 3-12 on their e-commerce site and through their personalized, seasonal box solution.

Rockets of Awesome leverages its technology and data to drive new merchandise R&D and provide a convenient and fun shopping experience for both parents and kids. The investment enables Foot Locker to enhance its commitment to the kids’ apparel segment, while further diversifying its customer base and expanding its product offerings. As part of Foot Locker’s strategic partnership, Kids Foot Locker will create exclusive Rockets of Awesome shop-in-shop destinations and be the largest retailer of Rockets of Awesome products in the U.S.  Rockets of Awesome merchandise will also be available on

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