Interview With Rasheed Young Of Run Athletics

Any comparable brands?

Ralph Lauren, Tommy Hilfiger, Brooks Brothers, Faconnable.

How did you personally get here?

I got here by giving my all with no desire of receiving anything but knowledge and Rev sensed that. No but really…Run Athletics is the answer to what’s next on the sneaker menu. We serve up dishes that are to your liking with a more than welcomed acquired taste for all individuals.

What’s next? for Run Athletics

What’s on the menu….continued flava from the next generation from cats that have been mentored by Russell Simmons and Rev Run. Wanna taste?? Go cop a pair!!!

How would you define your audience?

We wouldn’t really say we had one specific audience, we want the consumer who is interested in something new, someone who isn’t afraid to put on something other than Nike or Adidas. I feel there is a void in the market place at the moment. I feel the major sneaker companies aren’t being as creative as they can be because they have such a firm grip on the market. They spend more money on advertising to ensure they capture the consumer rather than focus on new truly creative products. I truly feel a company with the right strategy and product will be able to make a huge impact on the sneaker market, and that’s what we are aiming to accomplish.

In your product design and development, how do you go about ensuring that > there will be an emotional connection between the buyer and the product?

Everything we are working on at the moment is a collaboration with a meaningful person or organization. For example, in Spring or Arthur Ashe sneaker is debut to launch, he is someone who relates to many people, and for people who might not know him, once we educate them on what he meant and still means to society we feel consumers will relate. We are also working on a sneaker called the “Mobius” which is a collaboration with the Special Olympics. The sneaker will be distributed to sneaker boutique retailers only and a portion of the proceeds will benefit the Special Olympics.

Is there such a thing as an ‘urban product’ anymore?

I don’t feel there should have ever been such a category, when you really think about the consumer who was really buying “Urban” it was in the suburbs.

But I agree the category is over, it’s about fashion now. Today’s consumer is much more advanced than ever before they know and look for detail and they aren’t fooled by quick fixes.

So, with these changes in consumer tastes and marketing, how do brands connect with what they always considered to be an ‘urban audience’?

Well the great thing is from day 1 we’ve never aimed at capturing the “urban audience” who is that, that word upsets me! A kid who lives in a 600,000 home in LA who want to wear Sean John or Phat Farm and shops at MACYS is that an urban consumer? Phat Farm’s marketing has always been “Classic American Flava” we want everyone to look at us as America’s clothing label. Let’s keep it real Urban means black and just because the majority of these owners are black doesn’t mean we have to sell to black people only.

Hmmm, ‘Classic American Flava’ – can you describe that a little more?

We look at our brand to be comparable to the Kennedy’s, we see ourselves as the royal clothing line of the world. If you look at our ads we’ve never exploited ourselves – you will never see models in our ads with champagne bottles, we aren’t knocking that its just not us. We are here for the long term we’ve been around for 12 years for a reason. We refuse to be exploitative.

How does Run Athletic and Phat Farm create strong connections between their brands and the consumers?

Now why would I wanted to divulge my secret? I have to stay ahead of the curve any way I can. Lol, well honestly, I feel Russell laid the blueprint for grass roots marketing and everyone knows what to do know. So it’s not as simple anymore to start a company based on the “Street team/Flyer” Strategy.

Ok, ok, so, don’t tell me your secrets, but any more insight into how you do your marketing? Is there one activity such as an event which really made some noise?

We aren’t that special honestly. As a shoe brand we constantly hear brands talking about being limited at 5,000 pairs and we laugh. Limited for us is 1,000 pairs are they serious. We build direct working relationships with the right stores and do it the right way, we fly to them and spend time with them in their stores where it counts. We don’t’ send our sales reps. We fly out and spend quality time with them. That’s where the brands live and die. Its not in some 36,000 square foot convention center in Barcelona, Berlin or Vegas. And other than that stay as creative as possible and constantly be creative and different. All you brand managers if you want our help on that we are here.

Rasheed: Did you hear Adidas purchased Reebok. Your thoughts??

Adidas – Reebok. Just corporation games, companies hedging their bets – making sure they have the right product if consumer demand swings. You?

Honestly…I think it just goes to show that these companies are only around because the average consumer is brainwashed! They create monopolies with no creativity. Its the easy way to out your competition and make yourself look bigger.

Thank You