Gorecki shares his inspiration behind his recent collaboration with Reebok and advice for those looking to make an unexpected move in their career.
Source: How Jimmy Gorecki Went From Professional Skateboarder To Successful Streetwear Designer
I’ve written over 7 posts on No.One since I discovered the brand in late 2017. I attempt to spend time finding different brands that operate on the fringes of footwear. A number of brands have faded away that I’ve discovered, including my own, but those that remain have a combination of value and cool that attracts just enough attention that they appear to be maintaining some relevance. Then again No.One is only like two other brands that I can think of immediately: We Are Underdogs and LASCO. No.One like the two brands mentioned do all of their manufacturing in-house. From developing the last, to attaching the outsole and then launching the shoes No.One is everything right about sneaker culture. It isn’t cheap though. All of the brands mentioned come in at a premium, with We Are Underdogs being the more ‘attainable’.
What does all of this have to do with Reebok x Jimmy Gorecki? There is a real lineage here. Gorecki is the marketing director for No.One. While it would seem that a startup, bespoke shoe company and a long time brand like Reebok wouldn’t have any connection at all, that wouldn’t be further from the truth. In the early 2000s Pharrell (who designs with adidas) released a series of kicks with Reebok. Anyone who loves Hip-Hop remembers ‘Skateboard P and Ice Creams’. Well one of the sponsored skaters was Jimmy Gorecki. Gorecki eventually launched his own line named JSP in 2013.
The work ethic it takes to be relevant in streetwear is extremely difficult in a crowded space. Doing this while also handling duties for No.One shows a dedication that I’m sure Reebok noticed and this is why they decided to launch the JSP x Reebok designed tracksuits pictured throughout this post. The history was also there. While I could continue writing about the collaboration and in all honesty I shouldn’t really tie JSP x Reebok to No.One, I see a symbiotic relationship that was missed; and obviously when I write these M.O.M.’s it’s more about looking beyond the primary idea delivered to the public for more connections and opportunities to capitalize for brands.
- What exactly is the Missed Opportunity in Marketing here?
No.One Returns With an Elevated ‘Workout’ and a New Website | With Another Countdown
On mobile you may not be able to see the picture in the link above. No.One launched a bespoke version of the Reebok Workout. The shoe is exquisite. Reebok has been missing often on its influencer campaigns, in my opinion. I’ve written a lot about the strategies and overlooked opportunities with the brand. I’ve talked about the lack of wall space allotted to the brand in stores and what appears to be a fractured marketing department which stems from the brand being owned by adidas.
Adidas Acquired Reebok in 2005 | A Team of Athletes Should Acquire Reebok in 2019
I won’t go over that again. What I think should have been done in limited quantities and this adheres to my strategy of small store doors by big brands, is a pop up in conjunction with No.One, JSP and Reebok. The Workout from No.One is pricey. Reebok could offset some of that cost while showing a dedication to the craft of footwear design and construction with a Made in America series. No.One could join forces with Reebok and launch a JSP capsule of deconstructed Workouts featuring Reebok branding.
Now, Reebok could also have taken the time to make sure JSP had a website that didn’t lead to pop-ups and potential viruses, but that would mean that the point person on the project would have to go beyond to make sure all aspects and connections were made (I did a search for JSP and Jimmy’s Sweatpants and almost caught a bad one. Don’t do the same). I can continue, but the point of these M.O.M. posts is to force you into thinking about what was overlooked and how you can organize and look at your own campaigns.
What do you think? Is there a missed opportunity here? Use the source link to read more about the JSP x Reebok capsule.
Source: How Jimmy Gorecki Went From Professional Skateboarder To Successful Streetwear Designer