“And, when you want something, all the universe conspires in helping you to achieve it.” — Paulo Coelho, The Alchemist
Source: One Day It’ll All Make Sense – Super Heroic – Medium
The quote above is from a book that was just as transformative for me as it was for anyone who took the time to read it (Don’t beleive me? Here is a video I did two years ago). The CEO of Super Heroic begins his blog post about Foot Locker’s investment into his company with a personal narrative about his first job and he leads with a quote from The Alchemist. The quote perfectly explains that faith isn’t simply a matter of believing. The boy in the book wonders if he is really learning through all of the time he’s invested. Ultimately he realizes it wasn’t one thing that would deliver the opportunity, it’s the consistent layers established through experience.
Instead of presenting a PR release about the fact that Super Heroic just became a “10 Million” dollar company with Foot Locker’s investment (the quotes are because that’s the valuation) and making this about the money, in my usual fashion I will deliver a more nuanced look at this strategic move by Foot Locker.
An Amazing Sneaker Designed Just For Kids | Super Heroic Brand
Super Heroic is taking an initiative based approach to creating a footwear company. The brand is building an interactive lifestyle for kids and shoes happen to be the delivery system. Is that clear? Jason Mayden is building an active lifestyle company. The shoes are the delivery system, but the goal is to make sure kids are getting off of the computer and the couch to participate in activities. An investment by Foot Locker is an investment into what is essentially a multifaceted sneaker community being developed where the company can offer the products that are utilized in this community. Why is this important?
While Foot Locker is linked to Nike, they have been able to avoid slides by any brand that isn’t performing well. When Nike was down a few years ago, Foot Locker adjusted. Their ability to move in line with and around the brands they carry is critical to their shareholders. What is even more critical, if you clicked through and read the above post, is that as every brand moves toward DTC it diminishes the power of retailers who don’t have private labels to offset the inherent problems with battling the company that makes the product the retailer is selling.
Super Heroic is in its infancy, but they are catering to a segment where it isn’t about disposable income. Kids need shoes more than anyone because of their growth patterns. Parents are also looking for activities for their kids and if they can gain information from Foot Locker on Super Heroic events this decreases marketing costs and builds community. Now, everything I’m saying depends on Foot Locker carrying the footwear which isn’t the case just yet, but think about this:
An investment into Super Heroic gives Foot Locker a private label footwear company in one of the most important segments in footwear.
Yep, thats a tweetable comment above.
In my recent eBook I explain that retailers will have to begin offsetting DTC plays by brands with an investment into private labels. Retailers have to begin building their own footwear and apparel in the U.S. because to be honest Nike doesn’t really need as many whoelsale accounts anymore. If other brands (adidas, Under Armour) follow suit and beginning opening more retail doors Retailers will have to find a way to compete long term. Foot Locker’s investment into Super Heroic is win for diversity in footwear and it’s a win for small brands who now have a blueprint for how to work with the companies who might consider diving into the same waters as Foot Locker. This is definitely something to watch and I’m extremely excited for Super Heroic.
Use the source link to read Jason’s post.
