https://www.facebook.com/footlocker/videos/2434311380178240/
Source: (GREENHOUSE) is here.
A startup incubator is a collaborative program designed to help new startups succeed. Incubators help entrepreneurs solve some of the problems commonly associated with running a startup by providing workspace, seed funding, mentoring, and training (see list below for a a more extensive list of common incubator services). The sole purpose of a startup incubator is to help entrepreneurs grow their business.
Above is the definition of what a startup incubator is. When (Greenhouse) by Footlocker launched, the company used the terminology associated with startups. This brought the information to my attention because I’m in the process of converting ARCH into a media company and as a startup I am always looking for information and potential opportunities to grow a bit faster. I’m also always looking out for small companies who are just launching and need assistance because I know what it’s like to launch a startup footwear company. With the understanding the Footlocker has recently invested into Super Heroic, Rockets of Awesome and PENSOLE, I saw (Greenhouse) as a true incubator.
The first collection launched on 9-24-2019 inside of the App. It reminded me that I was looking at Greenhouse in the wrong way. If you read the picture at the head of this post it explains that both emerging and established brands would benefit.
At this moment (Greenhouse) should not be called an incubator.
Last week I sat down and wrote the post below and then I reached out to Jed Berger (Chief Marketing Officer at Footlocker) with my report that I would be a watchdog on what this project is.
Footlocker Greenhouse Can be an Exceptional Addition to the Footlocker Brand
Here is our exchange on LinkedIn.
As you can see Jed doesn’t respond with very detailed answers, lol. The reality is Footlocker is playing a game of chess and the strategy is clear to me, but because of the wording around Greenhouse a lot of young designers who I told about the program are immediately feeling shut out. Berger stated that I had to wait and see, and I understand launching with established artists and designers because it can drive a connection to streetwear and the Hypebeast/Complex crowd, but the reality is this program as it exists right now is described incorrectly and that doesn’t benefit real small startup apparel companies like Memphis’ Rough Feathers and Know Definition.
It feels like Footlocker is attempting to offset sites like Highsnobiety, launching e-commerce soon, and Hypebeast with HBX, their online shop.
When a Blog Garners an Investment a Decision Must Be Made | Highsnobiety & e-commerce
I took the time to dig into this a bit more with a look at the app in the following video. I really would like to hear your feedback on this. Am I looking too much into this? Just because a brand is established doesn’t mean that they don’t need this type of assistance from Footlocker, right?
Here is the video:
