AndThem is the creative agency. https://www.andthem.com/
GoodThin.gs is the social impact driver. https://www.goodthin.gs/
NinetyNine Products is the in-house brand. https://www.ninetynineproducts.com/
I was able to catch up with Bri Laboss of the three pronged creative agency And Them to discuss NinetyNine Products. Bri is what I label the Chief Everything Officer she takes on a variety of roles within the company. In small businesses it’s important that members of the team understand the jobs of everyone in the business. It creates a more efficient work environment.
Our conversation took a lot of twists and turns as I learned about the different goals of the business and why founder Jeff Henderson is so focused on conquering his region and providing as many services for the community of Harlem.
NinetyNine Products made the sneaker The Point, which I’m holding throughout this chat. The shoe is a technical masterpiece. The ENRGFOAM encases a full length carbon fiber plate, but the shoe only rings up at 99 bucks, which is amazing when compared to other footwear companies. I ask a series of questions that dig in to how the brand can afford to create such a complex design at the pricepoint. We rap about the work of GoodThin.gs and And Them with Harlem FC. I ask about small running groups working with the brand to do fundraisers and Bri delivers the answers. It’s a long one, so turn it on in the background and join us for this discussion one of my new favorite companies. Shout out Jeff Henderson for allowing me take Bri away for a few minutes. This is really appreciated.
Video Breakdown
Intro 0:57
1:29 What exactly is And Them, Good Things and NinetyNine Products
2:45 How do you counter the fractured search created by three brands?
5:45 Is charging 99 dollars for a technical design in the The Point a mistake?
8:37 Is NinetyNine Products working on production in the U.S.?
10:00 This shoe feels good!
12:30 The Whiteboard color of The Point is mostly white, how do you clean The Point?
13:35 The shoe won’t breakdown if it’s washed?
15:00 The Point is technically better than Allbirds new running shoe at 99 dollars vs 135.
16:20 What are the groups that Good Thin.gs works with in Harlem?
17:40 I rant about American football vs Soccer and the importance of working with Harlem FC because of CTE and black athletes.
18:55 Is NinetyNine Products looking to create soccer cleats?
20:00 Can anyone work with ‘And Them’?
20:58 Can ‘And Them’ help startups/entrepreneurs launch a footwear and apparel line?
23:54 If NinetyNine Products garners an investment will the brand increase the pricepoint?
25:45 Can social groups work with Good Things for fundraising purposes.
30:00 And Them’s team is a very diverse group of young dope professionals.
31:44 Look up Jeff Henderson
