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