200703010950Business Week reports on a new brand for the ladies that has been developed by Nike. The shoes will be aimed at non-athletes who shop at slightly more cheap-and-cheerful stores.

Business Week reports on a new brand for the ladies that has been developed by Nike. The shoes will be aimed at non-athletes who shop at slightly more cheap-and-cheerful stores. BW says:

Produced by the wholly owned Nike subsidiary, Exeter Brand Group, Tailwind, as the new brand is called, is a fashion-conscious line of footwear, officially launching in three Payless stores in Manhattan and Brooklyn on Tuesday.

…The line aims at what Exeter President and CEO Clare Hamill describes as the “premium value” space. In other words, cheap shoes, in this case for women. For now, there are six styles, ranging in price from $19.99 to $34.99. Constructed from various materials, including mesh, leather, and synthetic suede, the shoes feature cheerfully bright colors and are certainly sporty looking. Each design features a Nike-developed technology called “G Zone,” a honeycomb gel that sits in the heel of the shoe, intended to soften the impact of life on the wearer’s foot.

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