By: Dana Mitchell, Communications & Outreach Intern
Sports 4 is a trusted footwear retailer that’s bringing its expertise and community-mindedness to the Glebe.
For over forty years, Sports 4 resided in Ottawa’s downtown core at Bank Street and Slater Street. Along with their second location in College Square, the business is known for its welcoming atmosphere and specialized footwear services. In 2023, after experiencing a decline in foot traffic, owner Jim Macfarlane made the difficult decision to close their downtown location and move to a new area.
Sports 4 opened in the Glebe in Spring 2023, a transition, Macfarlane says, that has been overwhelmingly positive.
“When I came here for the first time I was really impressed by the space,” says the owner. “I like that we’re on a corner across from one of my favourite Mexican restaurants, Feleena’s. I thought, this is meant to be, this is the perfect location.”
Macfarlane started his career at the age of seventeen, working for a chain of stores in Montreal called Four Seasons. After moving to Ottawa, Macfarlane answered an ad in the Ottawa Citizen for part-time help at a similarly named business: Sports 4. He was told over the phone that the position was already filled; however, as he was hanging up, Macfarlane thought he heard something on the other end.
“They told me to bring in my resume to keep on file for the future,” he says. “So, I brought it in, and I don’t know what I did, but they de-hired the original person and hired me instead. It’s cool because the phone was halfway to the wall and if I hadn’t grabbed it back, my whole life changes.”
Once he graduated university, Macfarlane decided to switch career paths—against his parents' wishes that he become an accountant—and took on a minority partnership in the business. In 2003, Macfarlane bought out his partner to become the sole owner of Sports 4.
“I always loved the idea of working for myself and seeing the direct results of my efforts,” says Mafarlane. “It’s a very rewarding feeling. The more I put into it, the more satisfaction I get. Forty-one years later and I still love it.”
This passion has contributed to the longevity of Sports 4 in the active-wear industry. The team’s knowledge of foot measurement, sizing, and functionality; along with their substantial catalog of shoe styles, has helped solidify their place as footwear specialists.
“To me, it’s important in business these days to focus on something that you know you do well—that you find a niche,” says Macfarlane. “When you try to be everything to everybody, it’s never going to work. You have to be Sports 4, footwear specialists. That’s what we are.”
While customers can shop online on the Sports 4 website, the business emphasizes the importance of in-person service. For Macfarlane, individualized consultations ensure that customers walk away with proper-fitting footwear, a change that can have countless benefits.
“If you have sore feet, it affects everything: your knees, your back, and just your quality of life,” says the owner. “I know it seems like a small thing, but when you get the right shoe, it makes everything better.”
Over the years, Sports 4 has had to adapt its products and services, especially given the demands of a digital, post-pandemic world. During covid, the store adopted virtual consultations and delivery services to meet changing safety regulations. One rented car and two flat tires later, Macfarlane managed to hand deliver 1,800 pairs of shoes across the city and even included seasonal touches like roses and easter eggs to help lift his customers’ spirits. The business owner says that he was grateful to connect with his community during such an isolating time.
Today, Sports 4 continues this service on a smaller scale, offering next-day delivery for any online or phoned-in purchases. The business also enhances the community by supporting various running groups, charitable events, and the Footwear 4 Kids program, an Ottawa-based organization that donates gently used shoes to children in need.
“That’s what I always tell my staff—yes, we’re a business, but we’re service oriented,” says Macfarlane. “We’re only selling people what they need and we’re hopefully improving their lives. That’s why we’ve been around for so long.”
To learn more, visit the Sports 4 website or drop by their Glebe location at the corner of Bank Street and Second Avenue.
