Ok, se isso ajudar mais alguém, consegui o que queria fazendo isso:
SELECT *,
CASE WHEN wm = 'foot locker' THEN 1 ELSE 0 END AS score,
MATCH (`wm`, `locn`, `gns`) AGAINST('foot locker') AS score2
FROM
`example_table`
WHERE
MATCH (`wm`, `locn`, `gns`) AGAINST('foot locker'))
ORDER BY
score DESC, score2 DESC;