The Genesis Agency, a sales and distribution program tailored to the specialty running, cycling and outdoor markets will be setting up offices in New York, Chicago and Austin.
The Genesis Agency, led by Paul Perrone, the former director of running at Fila, will focus on pioneering fresh brands in specialty markets emphasizing consistent
service and engaging marketing to differentiate within the industry. The national
agency will consist of current and former Fila running representatives and will
connect venders, retailers and consumers with innovative products in sport
specialty. “We envision The Genesis Agency as the hub of profitable
relationships between vendors, retailers, and consumers,” Perrone explained.
Andrew Hersam, executive publisher of Runner's World and Running Times
Magazines, adds, “The specialty channel demands that vendors be experts in the
products they make, the retail environment they sell into, and the consumers
they target. The Genesis Agency is a resource for all three parties. So the
retailers are well served, as are the brands. In the end, its the consumer who
will ultimately benefit.”
The Genesis Agencys inaugural clients include Fila footwear, Craft performance
apparel, Balega socks, and additional to-be-announced accessories lines.
The Genesis Agency will work closely with Filas new management team on
product, sales, and marketing to make Fila a major player in the specialty
running market. When asked about Fila's commitment to running, Jon Epstein,
president of Fila USA, noted, “We are excited to continue to make running a
focus at Fila. With product improvements and running-specific marketing, our
team of dedicated running reps, The Genesis Agency, will quickly establish Fila as
a force in the running category. I am confident that The Genesis Agency's
passion for running is unrivaled in the industry.”
Craft performance apparel will be The Genesis Agencys anchor clothing line for
run, tri and bike in key markets. “The creation of this agency gives us immediate
and established coverage in critical running markets,” said Eric Schenker,
director of sales and marketing for Craft apparel and Karhu footwear “After
meeting the full Genesis team, it was a no-brainer to join forces with Paul and
his crew.”
For specialty retailers, The Genesis Agencys dedication to the channel will be a
breath of fresh air. “Were excited to have such an experienced and well
respected team serving the specialty retail community,” said Tom Raynor,
chairman and CEO of Fleet Feet, Incorporated. “With their track record and
their passion, we are confident the creation of the first independent rep agency
to serve specialty retailers nationally will pioneer innovation in our traditionally
inefficient supply chain. All of us at Fleet Feet look forward to working with Paul
and his team in the future,” he added.
The Genesis Agency will “go live” on June 1. Additional reps are being added to
the team in the coming weeks to service markets based in DC, Nashville,
Southern Cal, Atlanta, Michigan/Ohio and North Texas. Current members of the
team are Ian Connor (Carolinas), Nick Rector (Northwest), Louis Rufo (Florida).
Abbi Gleeson, VP of Marketing (NYC) and Steve Kindred, VP of Sales (Chicago)
round out the team.
