DTLR Overview 2022

OUR MISSION

DTLR is one of the country’s most successful emerging lifestyle retailers with over 247 stores. By fusing together our passion for fashion, entertainment, sports and community empowerment, there is no doubt we run the streets.

The DTLR team tirelessly puts in extra effort to make sure our footwear, apparel and accessories elevate our consumers style while providing them with superior customer service. We are the conduit to young, trendsetting and multicultural audiences.

Pioner

In The Stetsr

We are pioneers of the industry and lead urban lifestyle retail.

75% of our door base are street locations.

Comunity Insedpir

Experienced, best in class management team delivering consistent results.

Meaningful street inspired fashion trends begin in the communities we serve.

One Stop Shop Diverse product offering that combines the latest and greatest brands in sportswear, streetwear, fashion athletics and accessories in a one stop high-energy shopping experience.

OUR VISION

Teorkwam

Cotednc Unique and unmatched consumer connection.

People and Cueltur Intense focus on culture and staying active within the communities we serve.

Grow to become the #1 Lifestyle destination for the “Sneaker Obsessed” consumer in the communities we serve.

40 YEAR HISTORY

EXPANSION SOUTH

Founded in 1982 as an Athletic Attic footwear franchise

Expanded Outside Core Market Atlanta

3 8 STO RES

INDUSTRY TRAILBLAZER

2004

and recognized leader in the lifestyle fashion market

BANNER CHANGE Downtown Locker Room was the original name and Company later re-branded with DTLR

BETTER TOGETHER Merged with Villa in 2017, rebranding these doors to DTLR in planned roll-out

DISTRIBUTION Fast-to-market distribution strategy

1982-83

2006

Founded in 1982 as an Athletic Attic footwear franchise. (Towson, MD)

Expanded to Chicago Market

DTLR FOUNDED

OPENED FIRST STORE The first Downtown Locker Room opened on Lexington St. (Baltimore, MD)

MID-WEST EXPANSION

5 9 STORES

40 Year

Found History ed in 1982

MARKET GROWTH

SOUTH FLORIDA

Filled in Existing Markets

Expanded to South Florida

78 STORES

24 4 STO RES

2007-11

2019 2017

2021

Merged with Villa (125 Doors)

JD seeks to inspire the emerging generation of globally minded consumers through a connection to the universal culture of sport, music and fashion.

BETTER TOGETHER

2 37 STO RES

ACQUIRED BY JD SPORTS

35

ILLINOIS

33

PENNSYLVANIA

30

MARYLAND

20

FLORIDA

18

TEXAS

18

OHIO

16

VIRGINIA

15

GEORGIA

14

MICHIGAN

10

NORTH CAROLINA

10

NEW YORK

6

NEW ENGLAND

6

MINNESOTA

6

DELAWARE

5

SOUTH CAROLINA

3

WASHINGTON, DC

2

WISCONSIN

2

NEW JERSEY

2

ALABAMA

1

MISSOURI

1

INDIANA

257 LOCATIONS

21 STATES 75% OF OUR DOOR BASE ARE STREET LOCATIONS.

4+ MILLION Pairs of Shoes Sold Per Year

7+ MILLION Units of Apparel & Accessories Sold Per Year

INFLUENTIAL CITIES Atlanta, Baltimore, Boston, Charlotte, Chicago, Cleveland, Dallas, Detroit, Miami, Philadelphia, Raleigh Durham, Washington D.C.

KEY I-95 PLAYER

ROOKIE AGES 1 - 12

STARTER AGES 13 - 17

ALL-STAR AGES 18 - 26

• Alphas spend the bulk of their formative years immersed in technology

• Influenced by music related Artists

• Influenced by media and music related Artists

• Global community via the internet with shared customs, values, and experiences

• Strives to express individuality through fashion

• Learning to budget and spend their money

• Coordination of colors and brand names are not necessary

• Social Media savvy

• High expectations for on-demand content, information, products, and services

• iGeneration (very technology driven) & immersed in social media

• Self-aware/Open-minded

• Gravitates to more extreme looks

• Shops organically and purchases relatable items

• More socially connected

• Prefers slimmer fitting clothes

• Diverse culture

• Always on the go with mobile devices

• Dresses from the bottom up (footwear first)

• More visual than generations before them

HALL OF FAME 27 & UP

THE REAL MVP MOM

HER 15 - 25

• Self-confident/Self-aware

• Initial influencer of fashion choices within the household

• Fashion forward

• Provides financial support for or contributes to children’s spending habits

• Lives in an urban area

• Financially established • Less flexible/steadfast brand loyalty • “Back to the Basics” generation/ wears timeless footwear/apparel • Grew up with traditional “Hip-Hop” music influence

• Identity builder

• Primarily a minority • Spends on key fashion items • Spends on beauty • Has an edge • Wants to look good even when she dresses casually

MERCHANDISING STRATEGY DTLR carries the hottest footwear & apparel brands that are defining the retail landscape. We show the full head to toe look through a diverse merchandising mix. We bring brand stories to life with the use of planograms, intergrading apparel & equipment, to the coordinating footwear. Our Visual Merchandising teams can share their creative work through the workforce app, which in turns empowers others VM’s to think differently when creating stories within the walls & tables of their stores.

With this strategy, we been able to penetrate +8% additional market share in apparel, by elevating our brands assortments, increasing the women’s & kids apparel assortments, and completing the look by selling over 1M units of hats, bags & belts.

STATISTICS FROM TOTAL YEAR 2021 vs 2020

MERCHANDISE MIX

64% 36% FOOTWEAR

APPAREL

APPAREL +8% MARKET SHARE WOMENS APPAREL

KIDS APPAREL

WOMENS APPAREL + FOOTWEAR

6M 1M 4.2M

<1% MARKET SHARE $20M BUSINESS HOWEVER HUGE POTENTIAL GROWTH 3% TOTAL MARKET SHARE & GROWING

FOOTWEAR SPLIT

UNITS SOLD

10% OF TOTAL BUSINESS

APPAREL EQUIPMENT

FOOTWEAR

51% 39% 10% MENS KIDS WOMENS

BRAND ASSORTMENTS HERITAGE SPORTSWEAR

LATEST FASHION ATHLETICS

STREETWEAR

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NIKE - WALL 1 COLOR STORY • • • •

Merchandise new Spring color story on Nike Wall 1 Use style numbers for exact details Add color-related Nike footwear and accessories It is permissable to add COLOR-RELATED Nike apparel from previous seasons

Add below styles into Nike Wall 1

Our mission is to create an environment of inclusion while making a difference in the communities we serve. DTLR works collectively to engage and create programs to uplift and revitalize around community, voting, education, health, and activism within and for our underserved communities.

Dare To Live Right is the outreach branch of DTLR that galvanizes our communities around the following:

1

VOTING

4

2

HEALTH

COMMUNITY

5

3

EDUCATION

ACTIVISM

VOTING

Educating our communities about voting rights, obligations and protocols.

Dare To Vote We are committed to empowering and educating our people about the changes they can make near their homes.

NATIONAL VOTER REGISTRATION National Voter Registration day takes place on September 22. where there is a nationwide push to get individuals registered for the General Elections. DTLR took this time to not only activate on the day but the entire week, gearing things up that Saturday before!

In Atlanta, Chicago, Cleveland, Maryland, Miami and Virginia, the DTLR Regional Outreach Managers turned stores into voter registration hubs. As customers shopped, they were able to visit the “Dare To Vote” hub in the store to get registered, update their status, and get educated on upcoming legislations for their community.

By empowering the youth volunteers with these resources, they in turned empowered their community by distributing education material about the legislations, thus putting further emphasis on why it is important to use our voice.

HEALTH Increasing communication, education and awareness throughout our communities.

Dare to Thrive Within our pillar of Health, we want our people to truly THRIVE. To Thrive is to grow and develop vigorously so that one can truly prosper and flourish. Under that premise we Dare our Community to Thrive in all aspects of physical and mental health.

DAHNTAY JONES FREE ALL - STAR YOUTH BASKETBALL CLINIC CLEVEL AND, OHIO

DTLR Outreach hosted a basketball clinic for 75 local youth, run by NBA champion Dahntay Jones. The clinic, which was held at John Adams High School, included drills, giveaways, music and more. “All-Star Weekend is an eventful and exciting weekend, and this year, we wanted to focus our time and energy on giving back to local community members in need,” commented Community Outreach Director at DTLR, Tremayne Lipscomb, Sr. “Community is a part of our corporate DNA and we hope to establish local partnerships that have a lasting impact on those in need in Cleveland.”

EDUCATION Focusing on the education and success of future generations.

Dare to Educate Within the pillar of Education we continue to incentivize achievements in traditional education, while also encouraging youth to follow their passions from an entrepreneur perspective in the fashion, art and trade industries. We Dare to Educate our community about their endless potential by connecting them with people, places and experiences that may have seemed unreachable.

WOMEN’S HISTORY MONTH BALLOU HIGH SCHOOL WOMEN’S DAY EVENT district of columb ia

We try to give our young ladies at Ballou High School (Washington, DC) an intentional experience to celebrate their womanhood, possibilities, and beauty within our community. Through a pandemic and racial and political crisis, our plan was to help the school staff roll out the red carpet of love to the young ladies who signed up to participate. The theme this year was Dare to Be: Unleash the Possibilities.

“We’re trying to really ensure that we are giving our young ladies an intentional experience to celebrate their womanhood, possibilities, and beauty -- yet creating lifelong memories and connections.”

– Mrs. Melissa Jackson, M.Ed., M.L.S, Library Media Specialist, Ballou Senior High School This day was filled with empowering and impactful moments for our young ladies. We were able to show the young ladies that we see them, and that their well-being matters, through a day of music with DJ Tiara LaNiece, sip n’ painting, and laughter. Students showcased beautiful paintings of “Dare to Dream” empowerment as they heard words of aspiration echoed by Mrs. Sherrell Duncan, the guest speaker, who inspired them to take the limits off the possibilities.

Ballou is located in Southeast D.C. in a community that is plagued with various struggles.

Part of the Dare To Live Right mission is Education and Community, which makes this annual partnership that much more special as we can tangibly show the youth that we can Dare To Be, Better and that we are truly Better Together!

COMMUNITY Building and strengthening relationships amongst those we serve.

Dare to Serve Our Dare To Live Right mission, nor any Mission can be even achieved without Unity! Community outreach initiatives and opportunities for community members that serve others. With each pillar and our continued service efforts within communities, we know that we are truly Better Together!

NORTHEAST OHIO BOYS & GIRLS CLUB The New Pl ayground Project CLEVEL AND, OH IO

Kids from the Boys & Girls Clubs of Northeast Ohio helped unveil plans for a new $100,000 playground at the Broadway Club, funded by DTLR. The new playground, which was designed by kids, will feature new equipment, a rope challenge, rubber mulch padding and an expanded playground area.

ACTIVISM Developing future community leaders by providing a foundation of leadership.

Dare to Demand Change Within the pillar of Activism we have bridged the gap between youth and the issues that matter to them. Our goal is to start the conversation and create change. Our younger generation does not think they are being heard and we hear them!

BLOODY SUNDAY 2022 SELMA MARCH 57TH ANNIVERSARY selma , al abama

In partnership with the NAACP, Dare To Live Right sponsored a trip for students from Atlanta to the Edmund Pettus Bridge for the Annual March Across Key Landmark of the civil rights movement.

On Sunday, March 6, we sponsored 150 students from Tri-Cities High School and West Lake High School in East Point, GA, to travel to Selma, AL, in partnership with the NAACP. Students marched across the Edmund Pettus Bridge, a National Historic Landmark, and the site of a key march for voting rights during the civil rights movement. Through this moving educational experience, students of all ethnic backgrounds were inspired to respect and appreciate the power of their vote.

In our third year of partnering with this event and as a continuation of our nationwide “Mission 1865” campaign, we look forward to expanding this event as an annual program in the region. And next year, we are planning to take even more high school students!