DTLR is set to bring its “most innovative store concept yet” to the Annapolis, Md. community.
Set to open inside the Annapolis mall on Wednesday, the new 6,000-square-foot “DTLR Next” concept features floor-to-ceiling digital installations, suspended dirt bikes, a dedicated Under Armour section and a curated Jordan shop.
Todd Kirssin, chief executive officer of DTLR, said immersive displays in the news space allow for “dynamic storytelling.”
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“We’re redefining what an in-store shopping experience can be,” Kirssin noted. “As we deepen our presence across Maryland and expand our national footprint, our commitment remains the same: to deliver an elevated, culture-driven experience rooted in community.”
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The retailer will host a grand opening event on May 13 that will feature a customization station, gourmet popcorn, a photo booth, a social hub and lounge offering barista-crafted coffee and smoothies, performances from the Twilighterz band and Stage Breakerz step team, and live broadcasts from the store featuring real conversations and interviews with celebrity guests, artists, and influencers.
This isn’t the first time DTLR unveiled a new store concept. In 2023, the retailer opened its 7,000-square-foot “Next Gen” shop in the Spotsylvania Towne Centre in Fredericksburg, Va. At the time, it was one of Kirssin’s first major moves since taking on the role of CEO.
The company, formerly known as Downtown Locker Room started out in Towson, Md., in 1983 as Athletic Attic Footwear, targeting the hip-hop/urban community, and opened its first store under the Downtown Locker Room name soon after.
By 1998, it had expanded into apparel and in 2008, rebranded as DTLR. In 2017, it merged with Philadelphia-based Sneaker Villa and added 125 locations to its stable, bringing its store count to 237. This attracted the attention of U.K.-based JD Sports, and in 2021, the parent of Finish Line, Shoe Palace and JD bought the business for $495 million from its private equity owners.
The retailer’s newest store concept comes after JD Sports reported earlier this month that net sales grew 10.5 percent to 12.7 billion pounds in fiscal 2026, up from 11.5 billion pounds in fiscal 2025. Profit before tax and adjusting items fell 7.7 percent to 852 million pounds, down from 923 million pounds the prior year. Footwear sales were flat for the year, though apparel sales rose 5 percent.
Organic revenue growth in North America for the period was up 3.7 percent, driven by 4.0 percent growth from net new space, including the transfer of City Gear stores to DTLR and Shoe Palace, partly offset by 0.3 percent decline in like-for-like performance. As of Jan. 31, 2026, there were 418 DTLR stores.