WSS SVP, GM Blanca Gonzalez on How the Retailer is Celebrating 40 Years of Serving the Latin Community

WSS has reached a new milestone, and the retailer is celebrating with a nationwide anniversary tour.

According to the Los Angeles-based sneaker retailer, it is commemorating four decades of business and community connections with programming aimed at highlighting what makes WSS unique.

WSS is launching a series of community events across key cities, including Los Angeles, San Antonio, and Bakersfield. These events will spotlight the cultures that shape the neighborhoods where WSS operates, featuring local food, entertainment, and family activities. As part of the “40th Anniversary Tour,” a WSS food truck will make 40 stops throughout October, accompanied by a street team dedicated to engaging with the local community.

“Our founder was a visionary,” Blanca Gonzalez, senior vice president and general manager of WSS, told FN in an exclusive interview. “Our business started at swap meets, actually, and we slowly created a retail footprint in Southern California. And now, we have expanded to 143 stores and growing across the southwest and over to Florida. So, it’s exciting to see growth in Texas, Nevada, Arizona and Florida, while also continuing to dominate the California market.”

Gonzalez added that the company continues to open more stores this year, with the goal of having 150 locations by the end of 2024. “It’s just really incredible to see the growth path that we are on,” she said.

In terms of special product launches, WSS will be introducing exclusive 40th-anniversary collections in collaboration with brands like Dickies and Pro Club. Additional special releases include the Charly Mexican Independence Day Jersey, Bad Bunny x Adidas collaborations, and Día de Muertos-themed collections from Adidas and Puma. Gonzalez also revealed that the company will be releasing a special 40th anniversary Adidas Campus and Samba sneakers to honor the milestone.

What’s more, the company is launching the “40 Days of Value” campaign, a centerpiece of the celebration, which will offer WSS customers deals on some of the most popular footwear and apparel brands sold at the retailer. Gonzalez noted that this campaign underscores WSS’s philosophy that value goes beyond price—it’s about building lasting connections and creating experiences that resonate deeply within the communities it serves.

Gonzalez said the milestone is personal to her. “Growing up, my family and I would often visit WSS to buy shoes, never imagining that one day I’d have the honor of leading this incredible company. For 40 years, WSS has been more than a store; it’s been a part of the community,” she said.

Founded in 1984, WSS is defined as a neighborhood-centric retailer that fosters a deep connection with Latin communities. In 2021, the retailer was acquired by Foot Locker Inc. for $750 million in cash. Gonzalez joined WSS in 2023 after spending more than 19 years with Nike Inc., most recently serving as its vice president of North America product merchandising.