Source: http://shoeinshow.com/mediacast/114-lightin-it-up-with-chris-burns/
#114 Lightin’ it up with Chris Burns
Chris Burns // Founder/Owner // ARCH
Footwear industry analyst and commentator extraordinaire Chris Burns rings up Shoe-In to provide his many thoughts on the Puma/Jay-Z collab, the cooling off at adidas, the dominance of NIKE, the importance of the resale market in tracking athletic brand trends, and everything in between.
Jasmine jumps in with her world famous Fashion Footwear in Focus segment as she explores the prevalence of mismatched shoes.
Shoe-in-Show is a dope podcast hosted and sponsored by FDRA featuring Matt Priest, Andy Polk, and Jasmine Pendergrass. I had a chance to answer some questions starting with a dialogue about Puma Basketball and venturing into the rabbit hole of footwear and apparel. I get to run my mouth for a long time on this one. I hope you listen and enjoy.
3:00 Thoughts on Puma and Jay-Z
8:20 Is there a Puma Basketball product
10:30 Puma launched in the wrong way
12:20 Change doesn’t happen just because you have an entertainer
13:20 Do celebrities actually move the needle as sponsors?
14:45 POS Data can be misleading and Resale can inform.
15:30 Entertainers and athletes give automatic credibility but not all entertainers
17:20 adidas had Kanye, but they also did an incredible job of marketing
18:50 Matt’s summation of how brands need to be omnichannel in their approach to data
22:00 GR and everyday releases inform my research. Andy discusses that there isn’t one source that can inform research.
23:05 Shift to Nike’s Comeback and Andy raps L.L. Cool J which is hilarous
24:25 I discuss the Matt Powell info on how adidas jumped the Jumpman was misleading. Nike’s return to dominance was not a surprise.
26:25 Andy discusses how brick and mortar needs to consider Nike’s Direct to Consumer movement.
27:59 Foot Locker gets it.
29:17 Nike isn’t only investing in digital doors. They are investing in physical locations.
31:02 Puma frustrated me with their rollout of Nike Basketball.
32:46 I forget Rashone Bryant’s name as an example of what a sneaker buyer needs to be for retail stores.
33:43 I talk about how Nike entered Super Heroic territory with Future Series which leads to a discussion on why Nike can make mistakes and why Puma Basketball can’t.
35:40 How adidas switched gears and I think it was a mistake, which leads to me rambling about the health of all of these brands being important.
36:45 What are the hot trends in footwear?
38:16 A discussion on performance footwear’s trickle down into casual.
39:29 Skechers is performance
39:50 Jasmine on Fashion and the mismatch sneakers trend
43:30 Closing words
