While FFANY, held last week at the Hilton in New York City, primarily addresses the dress to casual footwear marketplace, a few other athletic guys worked the trade show. Here, a roundup of a few attending:


Naot was showcasing its Vibe sandals collection that features full grain leathers, water resistant properties, breathable velvety nubuks, as well as a latex footbed that molds to the foot. “It's more comfort but it's also more of an outdoors look,” said Ayelet Lax, marketing manager for Yaleet, distributors of Naot. “It's not 'fuddy duddy' and old looking. It brings Naot to a real outdoorsy, fun lifestyle.”


Skechers, LA Gear as well as the Southern-California company Alegria were all at the show touting the burgeoning toning opportunity, but brands such Dansko, Birkenstock and Sanita were also demonstrating how their models have long been embracing the rocker health benefits.

Dansko introduced a more youthful line incorporating vulcanized construction, including some canvas uppers, around its footbed construction for the first time.

 

Its vegan line introduced last year is being expanded in SP11. Dansko also showcased its new Fall/Winter sock collection made by its licensee- Defeet. Its popular Sausolito collection is also being updated with more details, including laser cuts, as well as more waxed and burnished looks around the leather. Said David Murphy, EVP of sales and marketing, “The whole thing is about giving it a hand-crafted look.”

Birkenstock's women's collection will be updated for spring with a big focus on “fun pastel” colors,” said Shelly Glass, director of product development and merchandising. On the men's side, Birkenstock introduced its first thong leather and advertised for the first time in Men's Journal. Said Glass, “We wanted to talk to men directly.”
Bearpaw continues to expand on last year's successful sandals introduction, but is will also be pushing boots for SP11 as more of a year-round brand with updated “Easter pop colors.” Said Randy McKinley, VP global marketing, “Boots are no longer a third and fourth quarter story.”


Lugz recently signed a sponsorship with top MMA fighter, Cain Velasquez, who will support its Strider line of moc toe chukka boots, according to Joe Amoruso, VP of footwear. Lugz basic boots are being updated with innovative scuff materials.


K-Swiss is building on its Blades running technology with several more models in the Race, Run and Recovery zone, according to Barry Sherbal, VP of sales at K-Swiss. Television ads featuring fitness expert Jillian Michaels are expected to provide some long-needed marketing support for its Tubes running collection. Actor Danny McBride, one of the stars of Pineapple Express, was recently hired as a sponsor to further support the K-Swiss positioning.