It happened around 8:20 Thursday night at Kicks USA near the intersection of 52nd and Jefferson streets.
The store is equipped with cameras everywhere and police say they were recording as the two suspects, both about 18-years-old, entered the store.
Authorities say as the two walked in, the suspects pulled a sawed off shotgun from a garbage bag.
One of the suspects, in a dark hooded sweatshirt, was armed with a handgun.
Both men approached the male and female employees inside and announced a robbery.
Immediately, one suspect started struggling with the male employee. Then they ordered the two store workers into the back storage room.
Next police say the suspects beating the male employee with a weapon.
"A struggle ensues. They strike the male employee multiple times with the handgun causing lacerations to his face," said Lt. John Walker.
The two employees made a dash for the back door, sounding an alarm when it opened.
"One of the two offenders, the male in the black hooded sweatshirt, chases them. You'll see he is undecided whether to chase them or go back into the store," said Lt. Walker.
The suspect chased the employees but they got away. The second suspect ran for the front door, concealed the shotgun again, and fled.
The suspects only got away with two cell phones.
Some shoppers at the busy strip mall said the armed robbery has them seriously concerned for their safety but others were not at all surprised by the brazen crime.
"Because it's broad daylight, that's what surprises me but you never know, teenagers nowadays are crazy," said Cierra Shaw.
"There's a lot of elderly people that's out here and we're out here shopping, that can happen to us. It does surprise me," said Marcia Ritchie.
"As far as being surprised, no, because this is what goes on, this is Philadelphia. This is what goes on," said Robin Bradley.
Police say they haven't had any other similar robberies in the strip mall. They say the place is safe with both private and Philadelphia police on constant patrol.
Anyone with information is asked to contact Philadelphia Police at 215-686-TIPS (8477), text a tip to PPD TIP (773847) or through PhillyPolice.com.