Payless ShoeSource and Exeter Brands Group, a wholly owned subsidiary of NIKE, Inc., have teamed up to launch a new brand of athletic shoes called Tailwind, designed to fill a high-growth-potential market in the women's athletic footwear category. The Tailwind branded product, expected to retail initially at under $35 a pair, will be available exclusively at Payless stores and Payless.com beginning in spring 2007.
“Payless' mission is to democratize fashion, design and innovation in footwear and accessories, and we are thrilled to partner with Exeter to create the Tailwind brand and bring this unique new line to consumers,” said Matt Rubel, CEO of Payless. “Through our collaborative work, this unique fashion-meets-performance collection celebrates expressive women who want the comfort and quality of a serious performance shoe combined with the fun of the latest fashion trends — all at a great value.”
The agreement is a multi-year deal with Exeter designing and producing the styles, Exeter and Payless jointly launching the brand, and Payless serving as the exclusive retailer of the Tailwind branded footwear line. The Tailwind brand will launch with six women's styles featuring innovative cushioning gel and support technologies designed by Exeter designers in collaboration with the Nike Sports Research Lab. By back-to-school season next year, the Tailwind branded line is expected to include girl's and accessory items as well.
“Today's announcement is terrific news and is a step forward for Nike Inc.'s strategy for Exeter to develop multiple brands that deliver innovative products to distinct consumer groups,” said Lee Bird, president of Nike, Inc. Subsidiaries, who leads new business development and long-term growth strategies for the company's Converse, Cole Haan, Hurley International, NIKE Bauer Hockey Inc., and Exeter Brands Group businesses.
As part of the partnership, Exeter and Payless will jointly market the Tailwind brand. Brandi Chastain, a key member of the much-loved 1999 USA World Cup-winning soccer team and 1996 U.S. Olympic soccer team, will be among the athletes featured in the Tailwind campaign.
“We are truly excited to work with a retailer like Payless, the nation's leading footwear retailer, in its mission to democratize innovation and design in the footwear and accessories category,” said Lisa Kempa, president of Exeter. “This new Tailwind branded line is going to strike a positive chord with women consumers who want performance, innovation, style and fun at a great price.”
