Etonic Holdings, LLC, announced its partnership with Hakeem Olajuwon with the signing of a broad range, multi-year partnership. Etonic will re-issue Olajuwon's 1984, Akeem the Dream signature shoes, in limited quantities, to select retailers in June. Etonic and Olajuwon are forming a new technical basketball division called Brand Dream.
Olajuwon will collaborate with Etonic's marketing and product teams to develop a new footwear, apparel, and accessory line to establish Brand Dream at all competitive levels including the NBA. Etonic has tapped Pensole Footwear Design Academy, founded by famed Jordan Brand footwear design director, D'Wayne Edwards, to develop the inaugural shoe in the Brand Dream collection. The target release date for the Brand Dream launch is Q3-Q4, 2015.
Olajuwon is a NBA legend, real estate entrepreneur and investor. He is chairman and CEO of DR34M, LLC, and the founder of Dream Foundation for Humanitarian Aid in Africa, Jordan and Houston. Olajuwon is the only player in NBA history to win the NBA Defensive Player of the Year, League MVP and Finals MVP in the same season. He is also the only player in history to record more than 200 blocks and 200 steals in the same season. Olajuwon led the Rockets to back-to-back NBA championships and was a member of the United States Olympic gold medal winning team. He ended his career as the league's all-time leader in blocks with 3,830 and was inducted into the Basketball Hall of Fame. To this day, NBA's elite stars, such as Kobe Bryant, Dwight Howard, Carmelo Anthony and Lebron James train with Olajuwon to enhance their offensive arsenal.
“When I became the Etonic Brand Ambassador during my rookie year, Etonic was fresh and new in the basketball arena. It's been my ambition to continue my brand in the footwear and apparel industry. From product development to testing on the court is creatively satisfying. Teaming back up with Etonic is a natural progression for me. I'm thrilled about this new venture to reintroduce the retro Etonic Dream collection, as well as to develop and launch Brand Dream. The Dream Team behind this undertaking is a seasoned group of exceptional individuals and entrepreneurs. I respect Bruce Weisfeld's willingness to invest in assembling the best team. I look forward to growing this revived union,” says Olajuwon.
Etonic has enlisted former Jordan Brand footwear design director, and founder of the Pensole Footwear Design Academy, D'Wayne Edwards, to design and develop its first performance basketball shoe bearing the moniker Brand Dream with Olajuwon. Edwards is known as one of the youngest design directors in Nike history, contributing to the growth of Jordan Brand from a $300 million business to more than $1 billion in nine years. Olajuwon and Edwards know basketball performance and understand Etonic's vision for Brand Dream by Etonic.
Etonic's Lifestyle collection, including the first Akeem the Dream release will deliver to select specialty retailers. Etonic will also debut an exclusive collection of classic sneakers originally released in the 1970's and 1980's. The Dream Hall of Fame, Street Fighter and Trans Am Trainer, pay homage to Etonic's heritage, using original lasts and materials. Additional styles will drop each month along with collaborations from select designers. The Etonic Lifestyle collection will retail for $75 – $120 and be available at key retailers, including Foot Patrol UK, Ubiq, Atmos Japan & NY, Nice Kicks, Fred Segal Conveyor and Barney's NY, among others in June 2014.
“We are extremely excited to launch our Brand Dream and Etonic Lifestyle Divisions with Hakeem Olajuwon and D'Wayne Edwards. The Dream Supreme, Street Fighter and Trans Am were iconic styles in the 70's/80's, and we look forward to honoring the brand's heritage, while reaching a new generation with classic sneakers, as well as high performance court shoes,” says Bruce Weisfeld, CEO of Etonic.
Founded in 1876 and re-branded as Etonic in 1976, Etonic established brand heritage in the golf, running, basketball and bowling footwear categories. Long recognized as a leader in product performance and innovation, Etonic achieved its broadest distribution in the mid1990's, reaching over $100M in revenue and sponsoring several of the biggest names in sports. Known by industry consumers for its “First One There” motto, Etonic developed the first golf shoe with GORE-TEX and introduced Dynamic Reaction Plate sole technology to the running market. Etonic Holdings, LLC, is a collaboration of the Weisfeld Group and Anthony L&S Footwear, representing over seventy five (75) years of combined experience in building brands in the apparel and footwear sector.
