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WOMEN IN POWER F O O T W E A R N E W S . C O M / M AY 1 7, 2 0 2 1 / @ F O O T W E A R N E W S Tireless champion. Ambitious entrepreneur. Ardent equal pay activist. As she builds her influential platform, VENUS WILLIAMS serves up a new play with K-Swiss.
Partnering with YG and the talent from his 4Hunnid
label, K-Swiss celebrates this next generation of
entrepreneurs, showcasing one of the most iconic
sneakers of all time, the K-Swiss Classic.
F O O T W E A R N E W S // M A Y 1 7, 2 0 2 1 // F O O T W E A R N E W S . C O M
CONTENTS
INSIDER 32 A Gentler Way
18
To tackle sustainability,
Kenneth Cole will start
9 Stepping Up with Gentle Souls.
Top women get candid
about taking on new
32 Five Questions
roles during the
Independent retailer
pandemic.
and C.Ped Jeffrey
“GROWING UP, I NEVER
Seidman gets candid
12 Burning about the business.
Question
THOUGHT I WOULD BE
A debate is brewing:
33 Ease Back In
Should we label
Loafers are the perfect
female executives?
style transition for a
16 FN Insights
How these execs
return to the office.
TREATED UNEQUALLY
FN PICK
WHEN I GOT TO THE TOP OF
are promoting women
in the tech field.
34 Trail Blazer
FEATURES A TV icon calls it quits
to focus on other
creative passions.
THE GAME.”
18 Venus — VENUS WILLIAMS
Unmatched
The tennis legend and
K-Swiss partner reflects
on the power of sport
and using your voice.
23 Ready to Serve
K-Swiss embarks in
a new direction that
embraces the past while
looking to the future.
THE LIST
27 Shoe of
the Week
Ecco modernizes the
penny loafer with a lug
sole and comfort tech.
28 Game On
Why Cole Haan is
venturing deeper
into the performance
markets.
30 Burning
Question
How have consumer
expectations changed
when it comes to
footwear?
31 Good Taste
Martha Stewart on her
latest shoe collab and HERE &
making life easier. ON THE COVER
Photographed by
MARY BETH KOETH
5
POWERED BY
Twisted X only
sells product
through its valued
retail partners.
A Retail Match
Made in Heaven
In a competitive landscape, strong vendor partnerships can determine who succeeds in
retail in 2021. At Twisted X, it’s all about putting that retailer relationship first.
T
both retailers and the brand. The company which they would need to cancel. Those
is able to focus on how it can best support its that needed to keep some inventory on
retail partners, because it doesn’t have to fig-
ure out its own retail operations. Each party
If we sell hand for their own selling purposes were
more likely to cancel on their vendors, thus
provides expertise in one area and each gets direct, we become putting their merchant partners at risk of
to benefit from the other’s success. not meeting their own revenue goals. This
“We believe in being a true partner to competition for kind of internal competition led many in
oday’s brands have a range
our retailers,” said Prasad Reddy, CEO of
Twisted X. “The clearest way we demon-
our retailers the industry to rethink their existing rela-
tionships altogether.
of revenue channels to sell through, which strate that is by not going DTC. If we sell and that’s just But Twisted X has taken these circum-
can provide great opportunities for revenue
growth but also create competition within
direct, we become competition for our retail-
ers and that’s just not right. When our retail-
not right.” stances as an opportunity to demonstrate its
commitment to its partners. Rather than
retail relationships. When a business is trying ers have success, we have success. It really is —Prasad Reddy, cancelling orders, the brand doubled down
to sell inventory through retailers, as well as that simple.” CEO of TWISTED X on its production so that it could meet the
direct-to-consumer, it can be challenging to This approach is particularly nota- growing needs of the retailers that were now
maintain a fair and equal strategy that works ble after the past year, which accelerated doing great business online.
for both parties. So Twisted X has taken a most brands’ e-commerce expansion. With- on getting the right inventory to its select Twisted X has also made sure not to raise
different approach and opted out of direct- out open stores to entice shoppers, DTC retail partners. its prices, in order to offset any losses from
to-consumer altogether. e-commerce became the most appealing The pandemic’s disruption of the sup- the past year. Instead, it has turned its focus
Wholesale is the most traditional form way to keep consumer connection while ply chain has created additional chal- to continually producing three collections a
of retail – and for a reason. By selling all also shifting inventory. But Twisted X has lenges. Without clear timelines on when year in the spring, summer, and fall, each with
its goods through vetted retailers, Twisted X made an active choice to remain strictly new stock would arrive, brands had to fig- a large breadth of styles, in order to keep its
is able to create a retail model that rewards wholesale, so that the sole priority could be ure out which orders they could fulfill and merchants with a healthy supply of fresh
6
product and fashion-forward designs. by increasing our product inventory and
Prasad Reddy,
FN spoke with Twisted X CEO Prasad making them easily accessible to retailers CEO of
Reddy about the company’s partnership
ethos, its independent path forward and
the moment they needed a replenishment.
When Twisted X decided to do this about
Twisted X.
The building,
what to expect in the coming months. a year ago at the peak of the shutdowns, strengthening,
we knew it might be a risk. However, it was
FN: How does Twisted X approach one of the best ways to support our retail and continuation
its retail relationships?
Prasad Reddy: The building, strength-
partners and it ended up helping us fur-
ther our relationships with the retailers who
of our retail
ening and continuation of our retail rela- constantly help us. relationships,
tionships, no matter the situation, is our
underlying philosophy. We think of our retail FN: Twisted X very much takes its
no matter the
partners like family and tailor our support own approach compared to the situation, is
efforts to each one based on their individual larger market. What made you want
needs and challenges, rather than offering a to pave your own way and how has
our underlying
broad, one-size-fits all approach. We offer all it proven to be successful? philosophy.”
kinds of assets, layouts, web designs, emails PR: Twisted X is an independent company.
—Prasad Reddy,
and whatever they might need to help them We’re different than others in our market,
CEO of TWISTED X
tell our story as well as theirs. because of the values that we strictly stand
The world of e-commerce has increased by like no direct-to-consumer selling, sav-
massively this past year, but we felt a stron- ing our environment from first stitch to
ger desire to continue supporting our retail- final product, supporting the community of wholesale? retailers, trying to get feedback of what
ers by working alongside them instead of we serve, and increasing our overall brand PR: If there’s trade, there will be wholesale. they’re needing and how we can support
competing with them. We have chosen to leadership, as well as value in the industry Every brand has its own values that consum- them. Twisted X works hard to try to pro-
sell Twisted X products through our retail- beyond sales. This mindset allows us to do ers can relate to and every brand should strive vide them with these assets, whether it’s the
ers because they have been with us since day what we feel is right in the long run, includ- to provide an assurance of quality and com- product, merchandise, or marketing. Retail-
one. Without our retailers, we wouldn’t be ing the continued support of our retailers fort that customers are looking for. Brands will ers need consumers to come to them and we
where we are today. and also the innovation of our products be here forever as long as the consumers are want to find a way to bring the consumer to
and technologies so that we stay ahead of still at the forefront trying to buy from them. the retailers. We see ourselves to be in ser-
FN: How has the growth of e-com- the curve. We’re always looking at what’s vice to retailers, where our job is to make
merce and DTC changed the land- next and that makes us successful. FN: What makes the Twisted X- footwear that makes us and our retailers suc-
scape for retailers and how has retailer relationship unique? cessful together. The more successful they
Twisted X responded to this? FN: How do you see the future PR: We are constantly talking to our are, the more successful we are.
PR: There’s no doubt e-commerce, espe-
cially amidst the pandemic, has grown sub-
stantially. Retailers were forced to find new
ways of capitalizing on that and had to shift
and do omnichannel selling: brick-and-mor-
tar, online sales, shows, events, and everything
in between. Since Twisted X is not direct-to-
consumer, we could instead focus on support-
ing our retailers in those efforts (both in-store
and online). For example, we increased inven-
tory ordering to keep up with demand and
supply chain slowdowns and kept our prices
consistent, while broadening the depth of
products and training offered to set them up
for success.
FN: What lessons has Twisted X
learned from the past year, in terms
of protecting and strengthening its
retail partnerships?
PR: The pandemic, worldwide lockdowns,
and shutting down stores has been tough
on most retailers. It caused financial strug-
gle and a lack of sales – sales that are ulti-
mately needed to support those brands.
The whole structure of retail was thrown
In 2020, the
a curveball – and our retailers needed brand doubled
help in any way we could give them. We down on its
knew we could take the financial burden support of its
retailers.
of holding inventory off their shoulders
For more information about sponsored opportunities, please contact Sandi Mines at smines@footwearnews.com 7
DREAM BIG AND WIN LIKE A CHAMPION Evonne Goolagong-Cawley inspired Ash Barty to chase her dreams. Goolagong and Barty, who proudly share Indigenous heritage, started out as little girls in Australia with big ambition. Now the WTA’s no. 1 world-ranked singles player, Barty— like Goolagong before her—is paving way for a future generation of women, one slam at a time. Ash Barty in the FILA Trailblazer collection designed to pay homage to the 50th anniversary of Evonne Goolagong-Crawley’s historic London win. #FILATENNIS FILA.COM
INSIDER
HOT TOPIC Debating the right
way to label female executives.
14
PLUGGED IN
How women in tech are
reshaping the industry. 16
WOMEN IN POWER
THE BIG STORY9 B U R N I N G Q U E S T I O N 14 F N I N S I G H T S 16
F O O T W E A R N E W S // M A Y 1 7, 2 0 2 1 // F O O T W E A R N E W S . C O M
Stepping
Timberland’s
Susie Mulder
Up Caleres’ Lydia
Park Luis
What’s it really like to
jump into a big new role
right now? Top women
get candid about the
dramatically changed
business landscape.
By FN Staff
PHOTOS: COURTESY OF COMPANIES
Merrell’s Nike’s Sarah
Janice Tennant Mensah
9
THE BIG STORY
While female workers
continue to leave the
workforce in alarming
numbers, a turbulent year for
fashion has also fueled some
progress for women in the
C-suite and across leadership.
F O O T W E A R N E W S // M A Y 1 7, 2 0 2 1 // F O O T W E A R N E W S . C O M
According to a recent report from merchandising ments,” said Crevoiserat, who noted that Tapestry
software company Nextail, 2020 saw more than had already been expanding its parental leave ben-
100 CEO turnovers in fashion and retail, and in efits to provide adequate leave as well as flexible
40.2% of those cases, a woman stepped into the return-to-work arrangements.
top role. While still not quite on par with their Among the initiatives Tapestry has been
male counterparts, that share is up from 31.8% focusing on during the pandemic are a working
in 2019. parents’ employee resource group and increased
This trend can be explained in part by looking wellness offerings to encourage both physical
at the pool of candidates today, said Paula Reid, and mental health.
president of executive search firm Reid & Co. Crevoiserat is proud that the company has
“Women have been moving up the ranks consis- strong representation of female leaders “at all
tently, so you’re seeing more availability at the tier levels of the company.”
Blanca
down from the C-suite,” she said. “I’m passionate about creating a culture that
Gonzalez with
Now, as the industry moves into recovery mode, is equitable, inclusive and diverse — where all of her family
there’s going to be a push to focus on culture and our employees, customers
people, according to April Sabral, founder and and stakeholders thrive.
CEO of Retailu, an online leadership development Empowering women is a
company. “That’s where women can make a really big part of that,” she said.
big difference,” she noted. As part of its commit-
Here, women in power open up about their ment, Tapestry is again par-
first days and months in their new jobs — and talk ticipating in the “Women
about how they’re supporting women at all levels. in the Workplace” study
by McKinsey & Co. and
JOANNE CREVOISERAT LeanIn.org, to garner
CEO, TAPESTRY INC. even more insights about
Seven months into her role as CEO of Tapestry how it can continue to
Inc., Joanne Crevoiserat has one guiding principle support women.
for leadership.
“When it comes to unlocking the power of FELICIA MAYO
people, I believe that you must unlock the power CHIEF TALENT, DIVERSITY &
of purpose first,” said the executive, who was CULTURE OFFICER, NIKE INC.
elevated to the top job after the sudden departure “You have to do the work.”
of former CEO Jide Zeitlin. Felicia Mayo, who be-
“Change is not always easy, but aligning behind came Nike’s first-ever chief
a common purpose and having shared values with talent, diversity and culture
our teams creates a clear understanding of why we officer last summer, said Felicia Mayo
all come to work every day. This has been especial- that companies must con-
ly impactful throughout the pandemic, given the stantly check themselves
level of uncertainty in other areas of our lives.” when it come gender and racial diversity. diversity,” said Mayo, who noted that transparency,
PHOTOS: COURTESY OF COMPANIES
At Tapestry, where women make up the major- “Where is your representation? Is it at all levels both internally and externally, is critical.
ity of the employee population and customer base, or does it stop?” said the executive, who joined Nike’s 2020 Impact Report, unveiled in March,
the company understands the importance of sup- Nike in 2019 from Tesla. showed that women now make up 49.5% of the
porting its female team members now more than After that, she explained, make sure you’re Swoosh’s total employee base.
ever. “We have been conscious of the extra burden actually being inclusive, and understand where According to Mayo, the past year has been a
placed on working mothers in particular during you stack up on promotions. “Everything for tal- time of self reflection for everyone, with many
the pandemic, and have created flexibility for ent comes through me. I am always looking at all team members examining their career goals.
everyone managing work and family commit- of our programs and policies through the lens of The exec said she’s made sure to be available to
10connect with women — and women of color spe- “I’m so proud of this brand. It might sound
cifically — when they need counsel or advice. “If
a woman wants to speak, they can call me and I’ll
funny to say that after 21 days,” Mulder said during
a recent interview on Zoom, where she’s spent THE WAY AHEAD
drop everything,” she said. “I will talk to women most of her time during her early days on the job.
As they settle into their new
individually, I will speak to the groups. I also talk “It’s been remarkable [even remotely] to see how
to our athletes to make sure we hear their voices.” this community lives authentically as a purpose-
roles, four execs on what
Listening has been critical for Mayo, who led brand.” drives them.
knows first-hand how difficult the past year has As she charts her strategy for VF-owned Tim-
been for employees, as well as her own family. berland, Mulder is taking a digital-first approach, SARAH MENSAH, culture is [visible] both
VP/GM OF NORTH internally and externally.
“The pandemic, layered with the racial and so- as the pandemic only accelerated the need for the My expecations about
AMERICA, NIKE INC.
cial injustice in the U.S., has been challenging for industry to focus on new ways to communicate the brand and how it
me professionally and personally,” she said. and connect with consumers digitally, she said. BREAKING BARRIERS: operates matched.”
The executive also understands the impor- Timberland’s first female head — who was “I’m proud to be the
first Black woman to EMPATHY MATTERS:
tance of staying agile during a moment of intense most recently CEO at Nic + Zoe following a long
lead our North America “Empathy has become
change and challenge. stint at McKinsey & Co. — said the last year has more important than
business. In my previous
“While I have set schedules, I am always very also permanently changed the way teams connect. ever, and a leadership
role of VP/GM for Nike’s
open to cancel out all of those things because that’s “We can’t hide our personal lives,” she said. “I’ve Asia, Pacific & Latin trait that is really
not the priority today. The priority has just come always been an advocate of knowing each other on America geography, I important to develop
was also the first Black and use.”
30 minutes before I started my schedule,” she said. multiple levels.”
Mulder has always used that same approach woman to be charged
with leading that AMY HUNTER, VP OF
SUSIE MULDER to champion other women who are climbing the DIVERSITY, EQUITY
geography. I believe in
GLOBAL BRAND PRESIDENT, TIMBERLAND ranks. “Their confidence is not always in line with the power of a diverse & INCLUSION,
Susie Mulder took the reins as Timberland’s global their capabilities,” said the executive, who noted and connected team. CALERES
brand president roughly a month ago, but the ex- that mentorship is important — and the right That has never been
ecutive already feels great pride for the company. mentors change depending on the moment. “Men- more important than it JUMPING IN: “Joining
is in today’s reality.” a new company during
a major pandemic [and
DON’T BE AFRAID amid] all the issues
Brenda Christmon TO BE VULNERABLE: facing the BIPOC
“I’ve learned that community should be
my willingness to be called, ‘Fast & Furious
vulnerable, present in 2020.’ Normally, I
and human with the would have face-to-face
people I’m working meetings and lunches
with is vital to creating to meet the people in
that connection. my new workplace. I am
Leaders need to be less still meeting people via
archetypal visions of virtual meetings, and I
perfection. Instead, we am excited to resume
have an opportunity to work in person. I love
listen, to clarify and to the opportunity to be
remove barriers.” agile. I am not only
having fun, but I am
PANDEMIC LESSONS: also seeing the joy in
“I admit to being associates’ faces as we
passionate about my shift our culture to be
work, and that can even more inclusive.”
mean long hours.
Pre-pandemic, I would BRENDA
spend lengthy days in CHRISTMON,
my office neglecting my SENIOR DIRECTOR
own self-care, although OF BRAND
my environment at COMMUNICATIONS,
Nike was completely
RACK ROOM
designed to encourage
me to work out. I will not
NEW MISSION:
torship is often refined based on where we are and go back to this pattern.
“Public relations and
I now take time every
what we need.” social responsibility
day to walk, meditate or
were previously part
work out using our Nike
LYDIA PARK LUIS of my developmental
apps — and do a lot of
portfolio, so adding
PRESIDENT OF NEW YORK BRAND PORTFOLIO, CALERES this with my family.”
DEI has been a natural
While Lydia Park Luis isn’t new to the shoe transition. Social
industry — she previously served as CEO of Jack EMMA MINTO, injustice toward the
Rogers — taking on her role at Caleres during the SVP & GM OF THE Black community is
pandemic proved to be a challenge. AMERICAS, CROCS not a new revelation. ...
For those of us who are
“There was and is so much to learn and do dif-
WISE WORDS: “‘Come BIPOC, it has always
ferently. Taking a deep breath, navigating decisive- as you are’ isn’t just been topical – I now
ly and quickly — and pivoting when things worked something we say [as have a professional
or didn’t work was critical both professionally and our brand motto]. It’s platform to affect
personally,” said Luis, who was named president of what we live by. Crocs’ change on a larger
inclusive and welcoming scale.”
Emma Minto the New York brand portfolio in December 2020.
“Embracing technology to work smarter and more
WOMEN IN POWER 11THE BIG STORY
Amy Hunter
BIG LESSONS
Execs from across the
industry share learnings
from a time like no other.
SLOAN TICHNER, also thrive in a crisis
PRESIDENT, situation, it’s ultimately
HANDBAGS & all about having talented,
F O O T W E A R N E W S // M A Y 1 7, 2 0 2 1 // F O O T W E A R N E W S . C O M
deeply dedicated and
ACCCESSORIES,
curious employees at all
STEVE MADDEN levels.”
“Steve [Madden] sent
SUSIE KUHN, SVP &
out an email message to
everyone in the company GM, FOOT LOCKER
at the start of the EUROPE
pandemic. It referenced a
rabbi’s sermon that gave “The pandemic
great comfort and insight reinforced that we
to all of us. The virus have to practice what
created tremendous fear we know. Empathy struggles. If you show you’re a human, you show
and uncertainty about matters, consideration
you’re relatable and people can talk to you,”
the future. The message for what you cannot
is that our loss of control see on the screen Gonzalez said, noting that the industry must
was actually a loss of the matters, vacations continue to listen and remove structural barriers
illusion of control. No (staycations) matter, to succeed.
matter how we prepare in self-reflection matters, Finding ways to recharge has been a priority for
business and in life, there team building — even
Gonzalez, who has three young children. “I started
are going to be situations remotely — matters,
that may render us clearly communicated this great ritual with my daughters where we go
helpless.” roles, strategy and focus to Starbucks after school and talk about our days,”
matters.” said Gonzalez.
SOPHIA WEBSTER, Though the executive proudly identifies as a
FOUNDER & WENDY YANG, LatinX executive at a time when representation in
DESIGNER PRESIDENT, executive ranks is still very low, she acknowledged
DECKERS BRANDS that labels can sometimes be limiting, especially
“The pandemic taught PERFORMANCE
me what focus really
when it comes to gender. “A great leader is a great
LIFESTYLE GROUP
means. We had to strip leader — period,” she said.
back everything we
did, and I was forced to “Everyone’s experience
JANICE TENNANT
prioritize. It made me with the pandemic has
varied widely. ... The Joanne Crevoiserat CHIEF MARKETING OFFICER, MERRELL
stop and be fully present
with what I had, and that last year-plus has made Janice Tennant’s first day as Merrell’s chief mar-
in turn made me feel it clear that any given keting officer was particularly tough: the George
immense gratitude. The person’s experience can nimbly was also key. Communication was more Floyd story had just broken.
opportunity to pause be, and likely has been,
frequent. There was no room for ego. It was about “Here I am Monday morning starting a new
and reflect has been very different from my
own. As individuals, we humility and getting things done.” job, new team, new brand, and this news breaks,”
invaluable. I’ve never felt
more in tune with my may also have our own What was also important during the pandemic Tennant recalled of her first day last May.
followers, what my brand ups and downs, feeling was flexibility, noted Luis. And going forward, she Shaken by the tragedy of Floyd’s murder, Ten-
is all about and what it very different from one believes a sense of freedom will help more women nant said navigating her first 30 days at Merrell
needs to grow.” day to the next for no
rise through the ranks. was a challenge.
apparent reason. And
as we’ve navigated this “The challenge for women is juggling family, However, the exec said it taught her a valu-
LANIECE DOUGLAS, reality, there has been work and other responsibilities. If we understand able lesson in expressing vulnerability. “That day,
VP OF RETAIL, no playbook for how to this and provide flexibility when women need it, it I shared with my team how I was feeling. As a
ADIDAS do it, so we have relied will help to not only retain women in the work- leader, that’s something we don’t always do,” Ten-
on our instincts and one
“You must carve force but create the next generation of empower- nant said. “I shared my experiences — especially
another to get through it
out time for what’s as well as we can.” ing leaders,” Luis said. feeling unsafe in outdoor spaces due to racial
important to you. For biases that exist. That lesson of vulnerability was
me, it was ending every MARISA SHARKEY, BLANCA GONZALEZ a transformative thing for me, and it set a tone
Friday at 4 p.m. so I
CO-FOUNDER AND SVP OF GLOBAL MERCHANDISING, LULULEMON for our team about how we can become change
could attend my family
PRESIDENT, BIRDIES After nearly 20 years at Nike, Blanca Gonzalez took agents to make outdoor spaces more welcoming.”
Zoom call.”
on a new challenge in February — as Lululemon’s The discussion that followed showed Tennant
“Choosing to remain
JENNIFER positive, to tackle
head merchant and SVP of global merchandising. that her team was ready to rally behind not only
PHOTOS: COURTESY OF COMPANIES
ESTABROOK, challenges as they come, The most challenging part of the transition? her, but for a better tomorrow. “They took it and
PRESIDENT, FILA and to celebrate the “It’s been really difficult not to be able to meet my said, ‘How do we start to lead this and drive differ-
NORTH AMERICA unexpected benefits (like team,” said Gonzalez, who started work on Jan. 1. ent conversations? How do we rally our partners
more time spent with my At the same time, the pandemic has stretched around the globe? How do we drive change in
“To have a company immediate family) stand
out as lessons.”
her to think differently— and she aims to set the our corporate structures and rethink some of our
not only survive, but
tone as a leader. “I never start my one-on-ones policies?” Tennant said. “I was really proud of their
with work. I’m vulnerable with my personal willingness to step into a place of discomfort.”
12
WOMEN IN POWERBURNING QUESTION
F O O T W E A R N E W S // M A Y 1 7, 2 0 2 1 // F O O T W E A R N E W S . C O M
There’s been renewed debate about whether
we should use gender pronouns to highlight
female executives in 2021. What is your take?
DIANE SULLIVAN PORTIA BLUNT FARYL ROBIN MORSE TITI ADESANYA BRITT OLSEN
Chairman and CEO, VP of apparel, Reebok Founder and CEO, Founder and creative GM of North America, On
Caleres Inc. “I don’t necessarily take offense Faryl Robin director, Titi Adesa “COVID took a devastating toll on
“I love this question. Over the years to being identified as a woman “I’m a woman, I’m a badass, but I’m “There are still so many obstacles many things, including women in
I’ve been asked so many times or female leader. However, when not a badass because I’m a woman. women face within leadership and the workforce. We should strive to
what it is like to be a woman CEO. it becomes problematic to me is [Using gender descriptives] ownership, so I personally see live in a more equitable world and
Here’s a not-so-surprising little when it’s a qualifier: ‘She’s a good highlights my accomplishments as the ‘female’ prefix as praise and never have to use such identifiers,
secret — being the CEO is the same leader because she’s a woman’ a woman, not as a CEO or a leader. recognition for overcoming those but we are not close to being there.
for everyone. This is how I feel, but or ‘As a female leader, she can do It devalues my credibility and no obstacles, which in turn can inspire Someone once told me, ‘You can’t
PHOTOS: COURTESY OF COMPANIES
it is everyone’s personal choice on X, Y, Z.’ But I identify as a woman, longer belongs in the workplace. and empower other women that they be what you can’t see,’ and that
what empowers and excites them.” and that’s the first thing, along We have the power to collectively too can follow their path. There is continues to be my pulse on how to
with me being a Black woman, that make this change.” a reason why the world celebrated diversify, celebrate and raise those
most people see, so I don’t have Kamala Harris as America’s first up around me.”
the ability or privilege to navigate female Vice President. We still need
around that. I’m definitely in the a lot more female leaders to break
camp of owning it, amplifying it and glass ceilings and even things out.”
celebrating it.”
14 WOMEN IN POWERSHE MOVES US
TECHNOLOGY BY M A D E L E I N E ST R E E TS
Plugged In
INSIGHT How these leading women in tech are
rallying their companies to support,
elevate and promote women to top roles.
SARAH ENGEL seasoned product leader. She
system that requires at least 2 women on the
docket for every open position.
Shaping the future: “The retail industry hasn’t
made the progress it needs to in advancing
women’s careers and placing them in positions
of leadership. As a female CEO in technology,
I’m well aware that future leaders will come up
through the ranks in our organizations. We’re
real about calling one another out if someone
observes an instance of unconscious bias. I’m
proud that we’ve maintained this set of norms
CHIEF currently oversees product even after a year of working remotely.”
MARKETING management for the NewStore
OFFICER & omnichannel platform, where MICHELLE GRANT
CHIEF PEOPLE she works with a team that SENIOR MANAGER, STRATEGY
OFFICER, is 50% female. The company & INSIGHTS FOR RETAIL
JANUARY DIGITAL Sarah Engel operates a “Women at NewStore” & CONSUMER GOODS,
For over two group, which is used to both SALESFORCE
decades, Sarah Engel support women employees, while Michelle Grant is a seasoned
has provided strategic also raising awareness of gender-related researcher who helps global
marketing, HR and challenges among the staff as a whole. organizations build the
business leadership to future of their business,
major global consumer The work revolution: “Change can happen very both in her role at Salesforce
and B2B brands, quickly. It’s an obvious concept, but we all had to and as a speaker at industry
including Chevrolet, learn the hard way through the last year. Going events like Shoptalk and World
Match.com and Lilly forward, I will take more of a balanced approach Retail Congress. After 15 years at Michelle Grant
Pulitzer. After joining when it is critical for teams to be together and Euromonitor, Grant joined Salesforce
January Digital’s women- when they can effectively work remotely. A major in March 2020, where she creates data-driven
majority executive team area we are looking at is in-person meetings with content that helps companies understand how
in October 2020, Engel customers. We can’t wait to meet together for store new technologies will impact the future of
has helped to introduce launches and various projects, but their business.
a comprehensive salary we have also learned that
review process for much of what we do can The power of networking: “I am a member of
equitable pay. She also be effective and efficient Salesforce’s Women’s Network equality group,
is an active contributor remotely.” so I participate in a range of discussions around
to the company’s women’s issues. Salesforce is a proud sponsor
community outreach SHARON of the Network of Women (NEW) and I work
program Good Works, SILVERSTEIN with my colleagues to ensure we leverage all of
as well as a volunteer in HEAD OF US the wonderful opportunities for personal and
support of women who VERTICALS, SNAP professional development at NEW. On a personal
have survived domestic Sharon Silverstein is the level, I aim to be the biggest cheerleader for my
abuse. head of U.S. verticals at Sharon Silverstein female colleagues. I also share my life and career
Snap Inc., where she oversees experiences to help others on their journey.”
Helping women rise the restaurant, retail and travel and energy
to top roles: “I am business. Before joining Snap, Silverstein started SOFIA HERNANDEZ
focusing on elevating her career at Viacom Media Networks and rose to HEAD OF U.S. BUSINESS
my support of women the position of SVP of ad sales. During her time at MARKETING, TIKTOK
in business, from the Snap, the company has made solid progress in its As the head of U.S.
point of idea sharing mission to increase the number of women in tech business marketing for
to active sponsorship leadership, doubling the numbers from 6.7% TikTok, Sofia Hernandez
and advocacy. To me, to 13.7%. builds innovative marketing
this takes the form of solutions that help brands
recommending great Big goals: “Our board contains eight independent become TikTok-fluent and Sofia Hernandez
women for open board directors, four of whom are now women. However, connect with the vast audience
seats and next-level we still have a long way to go as a company. This base that uses the social platform.
roles. It means offering year’, we committed to new, more ambitious Prior to TikTok, Hernandez was the chief client
up leading experts hiring and representation goals, which we will officer at consumer insights platform Suzy. She is
who are women to hold ourselves accountable to reach by the end of part of the 1% of Latina executives in tech and plays
speak at conferences 2025, including increasing underrepresented U.S. an active role in fostering inclusion in the industry.
and interview with racial and ethnic groups to 20% and increasing
editors. It means going women in tech roles to 25%.” Every voice counts: “Growing up in a family of
a step further than activists, we were raised to reach our hands out
offering advice, by KRISTIN SAVILIA and help others. Women have such a powerful
making connections, CEO, JOOR opportunity to not only support each other,
elevating others’ ideas and expertise, As the CEO of digital wholesale platform but to celebrate each other — and do
and creating a link between Joor, Kristin Savilia helms an industry- so without holding back. This act of
phenomenal women.” leading company that facilitates $50 support and empowerment is what I
billion in wholesale transactions. foster with my team and colleagues.
PHOTOS: COURTESY OF COMPANIES
JANE CANNON Diversity and inclusion is at No matter your role, title or tenure,
CHIEF PRODUCT OFFICER, the forefront of management, your voice matters. Whether it be
NEWSTORE with Savilia’s product and shouting out a specific colleague
Having held several senior engineering team comprising in a public forum, or taking the
positions at Oracle and 30% women (double the time to send a note to their leader
Micros Retail prior to joining industry standard). She has helped celebrating an accomplishment, we
NewStore, Jane Cannon is a Jane Cannon to instigate a gender-inclusive hiring Kristin Savilia should always lift each other up.”
16
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Call 800.526.2739 for more informationWilliams in her own K-Swiss x EleVen by Venus Williams top and pants and the Tubes Comfort 300 x EleVen by Venus Williams sneakers, all from her upcoming fall capsule with K-Swiss
STYLING: ANNY PEÑA FOR THE AJENCY. HAIR: ANGELA MEADOWS. MAKEUP: NATASHA GROSS. PHOTO ASSISTANTS: JAVIER SANCHEZ, NAILAH ANDERSON.
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HAS DEFIED THE ODDS AND BROKEN THROUGH AGAIN AND
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ST Y L E D I R ECTO R S H A N N O N A D D U CC I
19world of tennis who has
evolved into a legitimate
founder, CEO and
entrepreneur.”
Last year, K-Swiss and
EleVen debuted their
first collaboration and
Williams also starred
in a K-Swiss campaign.
This year, there are two
capsules: the Glow Up
collection, which debuts
this month and focuses
on iridescent hues of
bright pink and pear,
and the forthcoming
fall launch of the new
K-Swiss Tubes collection.
For Williams —
Williams in a K-Swiss who visited K-Swiss’
letterman jacket and headquarters last year to
Classic ’66 sneakers, dig through the archives
both part of a forthcoming — the project has been a
collection to mark the
true collaboration.
brand’s 55th anniversary
“It’s a great team,
they’re just so open.
A lot of times you can be caught up in a big
n Earth Day in late April, Venus — the boundary-breaking duo’s longevity and corporate machine, but it’s beautiful that they
Williams is heading into hour 10 of impact on tennis is unmatched. can still be nimble. I’m excited about where
a double-photo-shoot marathon. And as Venus continues to nurture her first we’re going in the future.”
Wearing a bespoke K-Swiss passion, she is also proving that she has staying Here, the champion opens up about the
letterman jacket and matching power in another ultra-competitive arena: fashion. unique partnership, her ’90s obsession and what
shoes, the spirited tennis legend It’s been 14 years since she debuted her she wants her true legacy to be.
gamely poses for FN’s cover inside EleVen by Venus Williams lifestyle brand,
a school bus parked outside a which now includes dedicated tennis, beauty YOU’RE BEGINNING ANOTHER SUMMER ON TOUR. HOW
studio near West Palm Beach, Fla. and activewear collections. “I’m always hungry DO YOU STAY MOTIVATED AFTER ALL THESE YEARS?
With a crew of six along to provide more opportunities and options for VENUS WILLIAMS: “I love the game. It’s a
for the ride, Williams is ready to move people,” she said. relationship. When things click, there’s no better
on to the next shot when she’s asked to The entrepreneur, who has fashion design feeling. When I’m out there in practice and I get
record an impromptu iPhone interview. The and business degrees, also is using her EleVen a shot, I pump my fist. It feels good. It’s not even
photographer’s niece is embarking on a research platform to raise awareness about the gender a practice match — it’s literally practice. Come on,
project about someone she admires — and her pay gap. It’s an issue that is deeply personal to it’s the best.”
pick is Venus. Williams — she’s been an ardent advocate for
The athlete-turned-entrepreneur doesn’t change since 2000, when she won Wimbledon for YOU’VE BEEN SUCH A POWERFUL VOICE ON THE
miss a beat as she rattles off some fun facts the first time and discovered the men’s champion WOMEN’S TOUR FOR DECADES. CAN YOU TALK ABOUT
about herself. “I love karaoke, books and learning was being paid more. THAT PIVOTAL MOMENT BACK AT WIMBLEDON 2000
languages. And I have a little dog named Harold. While Williams has helped bring pay equity WHEN YOU BEGAN ADVOCATING FOR EQUAL PAY?
He’s 14 and so cute and extra needy — and he to the tennis world, she knows there’s much VW: “Growing up, I never thought I would be
won’t grow up.” work to be done to level the playing field across treated unequally when I got to the top of the
With Harold in tow, Williams flies to Madrid all industries. In March, she unveiled the game playing with the very best players. Those
a few days later to compete in the first of several “Privilege Tax” initiative to educate consumers are the things you don’t foresee. Sometimes you
European tournaments ahead of this month’s about the issue and raise money for Girls Inc. of find yourself in a moment, and you’ve got to make
French Open. It’s an annual ritual, and this season, Greater Los Angeles. a choice about whether you’re going to stand up.
the athlete is looking forward to welcoming fans Empowering women is something she aims for There was no sitting down for me. That fight is
back into the stands after the pandemic upended with her designs, too. Williams recently launched never over. In tennis, we might have equal prize
the tour in 2020. EleVen’s “Wonder Woman” capsule collection. money and our tour continues to grow and evolve,
Twenty-seven years into her professional career, And she has also been focusing on another which is amazing, but across all industries and
Williams’ still-boundless enthusiasm for the sport big project: a burgeoning partnership with Los sectors, women are fighting for equality — whether
she has defined for decades is remarkable. “I love Angeles-based K-Swiss. it’s for work or pay or basic rights.”
what it gives me, and it keeps giving me more,” According to brand president Barney Waters,
said the seven-time Grand Slam singles champion, Williams’ Compton, Calif., roots, her icon status MANY ATHLETES HAVE THEIR OWN COLLECTIONS NOW,
who turns 41 next month. in tennis and her business prowess make her a BUT YOU WERE A PIONEER WHEN YOU STARTED ELEVEN
Williams now faces off against competitors who powerful, modern brand partner. IN 2007. WHAT ARE THE BIGGEST CHANGES YOU’VE
were children when they first watched and revered “We believe that young people these days are OBSERVED IN FASHION SINCE THEN?
Venus and her little sister Serena. As they continue aspiring to be entrepreneurs almost more than VW: “More and more we’re starting to see the
to pave the way for a new generation of athletes on they are wanting to be athletes,” said Waters. silhouettes and trends come from activewear. In
and off the court — especially young Black women “We’ve got somebody who comes from our the last 10 years, we’ve seen it become a part of
20everyone’s wardrobe. You’re seeing women from donating a lot of them — for any of those special
all different kinds of demographics wearing it. people out there who are size 11-and-a-half! Also,
It’s mainstream and that mirrors closely what’s the old colors I keep for practice. Sometimes I
happening in ready-to-wear.” show up wearing shoes that are blue and orange
with an outfit that is navy and green. When I get
DO YOU PAY ATTENTION TO RUNWAY SHOWS? to a tournament, I clean up my act.”
VW: “Most of the time, I’m playing during shows.
But I watch all of them and save them. I have the WHAT MAKES A GREAT TENNIS OUTFIT?
most robust Pinterest board. It’s not private, but VW: “It’s all about confidence — if you want to
it’s not under my name. You’ll never find it.” go shorter or longer, if you want to wear sleeves
or spaghetti straps, if you need sun protection.
WHY IS K-SWISS THE RIGHT SHOE PARTNER FOR YOU? We all feel different. It might be internal, but
VW: “When I think of K-Swiss — from when I was we will need to feel comfortable. The second
younger until now — I think of classics. It works part is just the style. I want to be able to create
with everything. It’s based on the California something that’s fun but also understandable.”
lifestyle, and I’m from California. They’re open to
creativity and new ideas. The design is incredible. WHAT WON’T YOU WEAR?
With all those different aspects, it’s a perfect fit. VW: “My color preferences are always changing.
I love being able to dive in to the archives. You I won’t wear red or orange, but I’ll wear coral. I
look at 30 shoes together and your head spins. don’t do teal, but I wear mint and aqua. I always
THE SHOE GAME
Their archive is just sick. I love the juxtaposition want help and guidance. I definitely rely heavily
between the ’70s, ’80s and ’90s shoes. My personal on my team for color. It’s so important.”
ms. williams, a self- favorite is the ’90s silhouette.”
AS YOU CONTINUE TO RELISH THE OPPORTUNITY TO
described shopping addict, WHAT STANDS OUT ABOUT THE ’90S? PLAY, DO YOU THINK ABOUT YOUR ULTIMATE LEGACY?
sounds off on the shoes VW: “It was the rise of the basketball shoe and VW: “I want to be remembered as a good person.
that have shaped her life. all the icons in basketball. We saw technology I want to able to represent myself, my family
start to boom and sneakerheads come out of and God the best way I can. As I continue to
HER FAVORITE CHILDHOOD PAIR:
the woodwork. The high-top was really in effect. advance in life, I’m finding that desire to help
“I didn’t get that many. I got the standard-issue tennis
shoes by Wilson. They had these indestructible shoes People are constantly playing with those ’90s more people. That’s the best thing I can do.”
and we had a pair we wore to practice and to school. I looks; they’re always there.”
had blue and white. Serena had silver and white.” The tennis star in a K-Swiss
WHAT DOES K-SWISS REPRESENT x EleVen by Venus Williams
HIGH SCHOOL FAVORITES: TODAY? top and leggings, part of the
“I was a little more well-funded [then], so I got to make new Glow Up collection, out
VW: “I [like] what’s happening
some choices. They were questionable, though. For May 21, along with K-Swiss
some weird reason, I was wearing skater and surfer
now with their different Ultrashot 3 performance
shoes. I was a poser. But I’ve come through that.” partnerships. There’s my tennis shoes
partnership with EleVen, and
CAN’T LET GO OF: we’re pretty classic. And then
“My Jupiterrs by K-Swiss. Even though I’ve gotten you have the cool shoes from
them dirty and they’ve probably lived their life, I just Jupiterr. I have a pair and I
love them so much.”
got them dirty and I still won’t
throw them away. I wish I
AT-HOME STYLE:
“I wear a lot of Uggs in the house. They’re warm and
would have gotten two. It’s
cozy and comfortable, especially in Florida, [where] fun to see the evolution of
the air conditioner is always on.” [the brand] being able to go
between all the worlds, all the
LONGEST-OWNED PAIRS: demographics.”
“Some of my favorites are my Olympic shoes. When
you go to the Olympics, they outfit you. You go to
WHAT DO YOU LOOK FOR IN A
processing and they tell you what to say and what not
to say. They give you all these clothes to wear from TENNIS SHOE?
Team USA. I still have the different shoes.” VW: “It’s got to be comfortable,
and it’s got to hold up. I have a
HEELS OR NO HEELS: very thin foot, so I have to find
“I never go past 4 inches, and that’s just if I am going a shoe that is long and thin. I
to an event. There aren’t many events these days, so need something I can go back
I’m rockin’ the flats.”
and forth on, push off on with
GUILTY PLEASURE: confidence.”
“I ended up getting some Crocs. I thought I would
never do it, and I got in a bind. To get in a shower in the HOW OFTEN DO YOU ROTATE
locker once, I had to buy a pair and they were lavender. YOUR ON-COURT STYLES?
And then I was like, ‘I love them.’ And then my sister
PHOTO: WILLIAMS SISTERS: AP
VW: “Honestly, it just
stole them.”
depends. The shoes often
match right back to my
RISKIEST PAIR:
“Givenchy platforms. They’re amazing — and so tall.
outfit. When the next outfit
They’re comfortable, beautiful and totally mod. [They] comes, what do you do with
take over the whole outfit.” the old shoes? I’ve beenAnything Is Possible
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– DIANAplan is improving its position at retail.
“It going to be a pretty significant year for us
in terms of reengaging with big accounts and also
reestablishing business with the independents,”
Waters said. “K-Swiss didn’t have the capacity to
service that customer, but our new commercial
team is engaging and bringing a lot of those back.
We’re rapidly reestablishing our independent base.”
Last month, K-Swiss delivered its Classic
LX sneaker through Foot Locker (as well as
its Footaction and Champs Sports banners).
The brand also now has a presence in other
noteworthy retailers, including DTLR, Dillard’s
and Nordstrom.
The overhauled sales team, all in-house,
includes five new business managers in key
regions with experience at brands such as Lacoste,
Keds, Ralph Lauren and Sperry. In particular,
Waters said that adding Dave Grange as VP of
sales for the Americas was a pivotal hire.
“Along with the full restructure of the
commercial team, we have worked diligently
on our distribution strategy. This has included
closing down some partners that no longer fit,”
“It’s very feasible we’ll have Grange told FN. “I’m very happy to report the
1,000 stores in China over the
rewards were immediate. The order book in 2021
next few years,” said K-Swiss
president Barney Waters is showing triple-digit growth, and this year will
exceed our pre-COVID 2019 numbers.”
Aside from big chains, K-Swiss has aligned
itself with several influential boutiques, including
Extra Butter and Leaders, among others. These
new partners are slated to deliver their own
collaborative collections.
“We’re working with some of the most
recognizable stores in the world. They’re iconic
globally and very influential in their surrounding
cities,” said Scott Boulton, a longtime colleague
of Grange’s who joined K-Swiss in November as
director of product and energy for the Americas.
“We’re not just doing one-and-done collaborations.
We’ve also created a full Tier 1 collection that can
DON’T CALL IT A COMEBACK — K-SWISS HAS BEEN sit in these key stores 365 days a year.”
Ankur Amin, CEO of TGS — the parent
H E R E F O R Y E A R S . B U T T H E H E R I TA G E B R A N D ’ S company of Extra Butter — is confident that the
FOCUS, UNDER THE LEADERSHIP OF PRESIDENT store’s core customers will welcome the addition
of K-Swiss.
B A R N E Y W AT E R S , H A S N E V E R B E E N S H A R P E R . “K-Swiss is a brand that we grew up with. It
was predominantly known as a tennis brand and
BY PETER VERRY a few models crossed over in the ’90s and had a
moment in street culture,” Amin said. “We aim
K-Swiss’ connection with consumers has ebbed is a major asset because there are not many left. to celebrate all things past, present and future in
and flowed throughout its 55 years. But under the The China consumer loves American brands and is sneaker culture. A large part of our audience is not
leadership of president Barney Waters — and the heavily driven by what’s happening here.” familiar with K-Swiss, and we feel that we can help
direction of parent Xtep International Holdings Waters said Xtep will open K-Swiss’ first China the brand tell their story through our lens.”
Ltd. — the label is finding its footing again. store in Q3, with plans in place for rapid brick- Of the retailer’s upcoming collaboration,
Moving forward, Waters aims to elevate the and-mortar acceleration over the next few years. creative director Bernie Gross said it will explore
K-Swiss stature by owning its Los Angeles roots, “Xtep has 6,800 monobrand stores, and they tennis in its relation to the Big Apple.
earning more shelf space with influential retailers are very hot on K-Swiss and see big opportunity. K-Swiss has also aligned itself with Concepts,
and narrowing its focus on what the brand knows It’s very feasible that we’ll have 1,000 stores in a move that Boulton said would enhance its
best: tennis. China over the next few years. We have a capable relevancy. “When the consumer goes into the store,
The new plan is taking shape under Xtep, the organization that is very motivated to make this they feel Concepts validates any brand,” he said.
brand’s Chinese parent company. (Xtep acquired work,” Waters said. To introduce the partnership, Concepts
K-Swiss in 2019 from E-Land.) will debut a K-Swiss collection in June that’s
“The evolution is being driven by the the u.s. landscape exclusive to the retailer. The lineup — which
ownership. We’ve been given a very different set As Xtep opens K-Swiss stores in China, the will feature heritage footwear styles, a letterman
of objectives,” Waters told FN. “Xtep feels strongly heritage athletic company is working on boosting jacket, hoodies and accessories — draws
that having a legitimate heritage American brand its share of the U.S. market. A major part of the inspiration from Boston’s historic Tennis &
23featuring Danny McBride as his Kenny Powers it to say, ‘Let’s establish our roots in L.A. and
character from the HBO series “Eastbound & then build from there.’”
Down,” perplexing longtime fans. The label tapped rap megastar YG last month
“K-Swiss is at its best when it gets back to to lead its “Compton Country Club” marketing
what it always did. This is not reinvention. campaign, which was created as an homage to its
It’s more like stripping it back to the original,” history as a heritage tennis brand and a way to
Waters explained. connect that to modern cultural leaders. The effort
The exec said it will continue to strengthen its was produced by SLiC Studios, the production
tennis roots, which he referred to as the brand’s company of retired NBA star Baron Davis.
north star. “We’re resetting the DNA. We’re still The former basketball pro was also featured
a tennis brand, we’re still about court style, we’re in the brand’s “Dreamers & Doers” documentary,
still about heritage, but we’re setting our sights which went live on YouTube in late March. “I was
higher,” Waters said. talking with Baron and he told me he used to play
In the past year-plus, K-Swiss has made on an AAU basketball team that was sponsored
several moves to improve its position in tennis. by K-Swiss [when he was 10 years old]. It was
For instance, the company delivered a pair of called the K-Swiss Pacers. Paul Pierce and Kevin
performance shoes — the Hypercourt Supreme and Garnett were on the team, and the guy who ran
the Hypercourt Express 2 — in August 2020. It also the program, Thaddeus McGrew, also worked in
added rising stars Ajla Tomljanovic and Cameron K-Swiss sports marketing,” Waters recalled. “I was
Norrie to its athlete ambassador roster. like, ‘We have to tell the story.’”
The renewed focus on the court has already The result of the conversation is the short film
Dave Grange and Scott started to pay off. According to the Tennis Industry that Davis’ production company produced, which
Boulton, photographed at the Association, K-Swiss was the top-selling footwear not only tells the story of his K-Swiss basketball
New York Concepts store brand in the pro/specialty channel in 2020. team, but also includes other notable voices from
“The brand has tennis heritage. I don’t think it’s L.A. with affiliation to the brand.
Racquet Club, which was founded in 1902 and is readily apparent to the consumer, but I absolutely Looking ahead, K-Swiss will further deepen
located near Concepts’ former home on Boylston think they could win it back,” explained Matt its L.A. roots through collaborations with staples
Street. Powell, senior sports industry adviser with The of the region, including iconic eateries Randy’s
“K-Swiss is a strong brand with its own NPD Group Inc. “Like everything in this space, Donuts and Roscoe’s House of Chicken and
personality, heritage, so we knew making a it needs to be fresh and new and address the Waffles, as well as South Central-based clothing
collection with them would work for us as well,” beginning consumer in particular.” company Bricks & Wood and apparel-maker
Concepts CEO Tarek Hassan said. “Concepts loves In November 2020, tennis icon Venus Williams OCD Cleaners of Inglewood.
storytelling, loves heritage, and when we see an joined the brand, resulting in a limited-edition With a solid plan in place, and with the world
opportunity like this, it makes sense for both footwear and apparel collection in collaboration opening up after the challenging COVID-19 period,
brands to connect and create something special.” with the athlete’s EleVen label, as well as a spot in Waters believes K-Swiss has what it takes to once
While bolstering ties with the right partners its “Club K-Swiss” campaign. again become a force in footwear.
is a major priority, Waters is also nurturing a The partnership with Williams also fits into “I love this idea that we could be looking at the
growing digital business. another important lane K-Swiss is emphasizing Roaring ’20s. There certainly is pent-up demand,”
“The pandemic boosted everyone’s e-comm now and in the future: its connection with Waters said. “And I like to think that some of the
business. The question is: Can that be sustained California. resurgence of our classics business is because of
as the country opens back up again? We believe “K-Swiss being in L.A. is such an advantage. this idea that when times are tough, people go
that it will. We will be able to sustain the advances It’s a powerful brand attribute that we haven’t back to tried-and-tested things. K-Swiss can take
we’ve made,” Waters said. laid into until now,” Waters said. “We’re honing advantage of this now.”
During the last year, K-Swiss added employees,
specifically to its e-commerce team — and Waters This spring, K-Swiss delivered
its “Compton Country Club”
confirmed the company isn’t done with hiring in ad campaign featuring
key areas such as digital advertising and website rap star YG (center)
merchandising. A redesign of the brand’s online
store is also expected for 2021.
bouncing back
As it finds the right balance between DTC and
PHOTOS: GRANGE/BOULTON: GEORGE CHINSEE; OTHERS: COURTESY OF K-SWISS
retail, K-Swiss is sharpening its focus on the
categories it understands best.
Before Waters took the brand’s helm in 2016,
K-Swiss had veered off course to expand into
categories such as running and triathlon, segments
not associated with its heritage.
“If we do running shoes, you have to spend
so much energy trying to get the idea into the
consumer’s head that we are running brand, and
you’re competing against 12 other [companies]
that already do running,” Waters said. “The world
doesn’t necessarily need another running brand, so
we’d like to stay in our lane.”
Marketing also deviated greatly from the
K-Swiss ethos — with a controversial spot
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