Sport 2000 has introduced a new concept for the S2 stores in France. S2 Sneakers Specialist, formerly S2 Street and Sport, is described as focusing particularly on digital tools and customization. The colors of the banner, black and yellow, have remained unchanged. The new store concept was presented in Nancy on May 16. The S2 shops will now offer a range of tools and services ranging from digital devices to shoe cleaning, as well as the possibility for customers to have their products customized in-store. S2 was launched in 2003 with 20 shops. Sport 2000 hopes that thanks to the new concept, the voluntary group will reach a total of 50 shops in France by 2018. S2 accounts for around 2 percent of Sport 2000's total retail turnover in France. In the near future, the new sneaker store concept might also be exported outside of France.

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