686’s Kristin Cusic and Mike West
Launching a new product category is never easy. Even entrenched brands with strong recognition and reputations can struggle with serious R&D investments, going outside their area of expertise and the perception that new gear is often fraught with problems. One way to mitigate this issue is to team up with a partner that knows the market sector you’re getting into. Enter the fledgling 686/New Balance boot and outerwear collaboration for 2009/10; product categories that both brands have been interested in pursuing. We sat down with 686’s President and Creative Director Mike West and VP of Marketing Kristin Cusic and New Balance’s Global General Manager, New Balance Lifestyle Joe Casagrande to find out more about the line, the launch, and its timing.
TWB: Can you give me a little history on the partnerships with New Balance?
Mike West: Besides doing the snow thing for the past 16-1/2 years, I’ve been running all my life and have mainly used New Balance shoes. In addition, I’ve been collecting sneakers for just as long. This has given me a broad sense of what performs and what looks good in footwear. 686 was built upon quality and progressive product design. We’re also one of the last remaining independently rider owned and operated brands. New Balance shares similar traits in quality workmanship and technical fits. It’s also the largest privately held global footwear company. I wanted to combine the two and be able to produce something that’s relative and has meaning in the snow world.
Joe Casagrande: 686’s dedication as a core brand in snowboarding and their dedication to product performance, aesthetics, and quality are what make this a natural partnership. New Balance has never really done anything in action sports, so Mike and the 686 crew is navigating the waters for us here. Similar to New Balance, 686 is an independent, directional, and authentic brand that has had success over the years, but has not become overly hyped or too commercial.
TWB: What products will you be making with NB? How would you describe the offerings?
MW: The Winter 2009-2010 collection consists of boots, footwear, outerwear and related accessories. The entire line was designed entirely off the history of the new Balance 580 shoe. From its’ origins in the mid 90’s as a trail running sneaker, to the special partnerships between iconic Japanese brands; the 580 has become a global object of obsession. It features timeless design qualities, premium materials and technological advances in footwear, which is exactly what we were driven to achieve with the collaboration.
TWB: Why did you decide to launch into hardgoods at this juncture?
MW: We know softgoods really well. We’ve weathered many storms to understand what it takes to produce a quality product on all levels. At the same time, we’ve always had our eye on what else makes sense for us. I never want to force something that I cannot support or I’m not personally passionate about. My goal is to strengthen the areas where 686 is best and get the right people, or in this case, the right brand, to assist us in the areas we’re not as strong in.
For me, footwear is the “base” of anything. It’s kind of kooky, but since I’m into sneakers, I start at the “base” and work my way up from what else I’m going to rock. Our transition into footwear seems natural, but it was incredibly important for us to partner up with someone with strength and understanding in the footwear market. It’s also important to mention that 686 will have total global control of this partnership in the board sports arena; from design to sales to marketing. New Balance is here to support us in technical knowledge and production capabilities. They want to make it work just as much as we do.
TWB: How would you describe the new line of boots both aesthetically and functionally?
MW: The boots are directly inspired off the 580 sneaker. It’s easier said than done when you want to make a shoe into a fully functional snowboarding boot. Most shoe inspired boots simply don’t work the best in bindings. Fortunately enough, the silhouette of the 580 works much better. Our goal from beginning to end was to make a great boot. With the BOA® FOCUS system (with the new colored coil program) as well as Recco® avalanche technology alongside New Balance’s patented Rollbar® and Abzorb® systems; this boot is nothing short of insane. The next goal was to make it look fresh. I think we’ve achieved both.
TWB: What will the price range be?
MW: We’re only introducing one boot style, which is called the 580, in two colorways, Black Plaid and White Plaid. The final price is to be determined, but it’s around the $300 retail mark.
TWB: Why does the snowboard market need a new boot brand right now? What’s your niche with these boots?
MW: If you’re looking for something entirely new backed by one of the world’s best footwear companies AND an independently rider owned and operated snowboard company that’s committed to perform, then this is the boot for you. As we develop the line, everything we do will be inspired off iconic New Balance shoe styles, which speaks to a new as well as our existing customer base. In conjunction, the collection will be backed by the 686 quality and technical progression stamp of approval. It’s something that’s never been done before and hopefully a progression that will be welcomed by the consumer
TWB: Will they be distributed through your current chain?
MW: The 686 and New Balance collection will cater to 686’s top tier specialty level. We’ll also be working with some of New Balances Tier Zero accounts to make sure it’s done right across the board.
TWB: Do you have a team on these boots yet, or is it still too early?
Kristin Cusic: It’s a little too early to announce our plans as far as athletes and promotions, so you’ll just have to wait and see what’s coming. The first priority is to get the word out and keep people fired up about the collection.
TWB: Describe your marketing plan for the line.
KC: We’re keeping it very tight the first year and retailers carrying the collection will be top tier. Marketing initiatives are going to be divided into a few different levels of support, but our main focus will be on viral initiatives, in-store POP and a few limited edition surprises. We also want to make sure that there are a number of key people riding in the boots and rocking the sneakers on a daily basis, getting the word out about the collection through actual product testing.
TWB: Any plans at the moment to expand into other categories?
MW: Not at the moment. It’s taken us 16 and a half years to be able to consider and prep another category outside apparel. We want to make sure we perfect this before we move elsewhere.
TWB: What are you most excited about for the new line?
MW: I’m personally stoked as it’s another chance where I can do what I love, which is creating new products and technologies. Hopefully this collection gives the retailer and the rider something that’s fun, exciting and most of all, different.
KC: For me, that initial reaction of the industry and our accounts when they are given a chance to ride in the boots is going to be the most exciting. The entire partnership is such a step forward for us, and is a true collaboration of two brands from opposite worlds, so I’m thinking the most prolific moments of the project will come alongside that initial, “You guys did whaaaaat? Let me try a pair!”
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