ADWEEK: Whenever you had been employed, you mentioned you had been centered on constructing a “consumer-obsessed model.” What are some methods you’ve been doing that during the last 4 months?
Allen-Altimare: A few of my friends within the class, you’ll be able to see the place they’re simply signing up their cash to achieve a client versus truly being obsessed about what makes a client transfer [and] what makes a client have interaction in your product. I feel that’s the distinction between good manufacturers and nice manufacturers.
The one means that feels genuine is to place [consumers] first and present up in genuine methods the place they already are, versus attempting to drive them to return to [us]. It’s additionally having the ability to say, ‘This isn’t the precise place for Saucony.’ Whenever you’re being consumer-obsessed, you suppose via that: ‘Am I going to sacrifice long-term beneficial properties for this short-term second of displaying up and saying I used to be there?’
How are you sustaining Saucony’s heritage as a efficiency put on model whereas transferring into life-style and streetwear?
Saucony is the unique working shoe [and] we’re by no means not going to be that. Whereas we’re going after life-style in a extra assured means, we’re not forgetting our heritage in [running]. That’s what made us an organization. Even the Jae Ideas collab, or another collaboration that we’re doing, each shoe we create in that house sits on the construction of a efficiency shoe.
We’re seeing streetwear develop into extra well-liked, and a few of our friends are simply placing out footwear and displaying up at run crews or at tradition moments. Saucony has at all times [told] a much bigger story. I at all times use this instance: Saucony created a [breakdancing] shoe in 2005 with the Floorlords in Boston. This Olympics, all people was speaking about breaking, and everybody was [making] a breaking shoe. [After a colleague shared the history], I mentioned, ‘That’s the story that we have to inform that gives authenticity and authority for us to be on this house.’
What’s the most important lesson you’ve discovered or problem you’ve confronted since becoming a member of Saucony?
Principally everybody has extra years of footwear expertise [than me]. My boss has 40 years of footwear expertise and my group, though they’re very younger, they’ve solely labored in footwear. There’s good and unhealthy with that. They perceive uniquely how a product is developed, however they’re so myopic of their viewpoint, as a result of they solely come from footwear. I feel the most important lesson I’ve discovered is to be affected person with myself, as a result of I wish to perceive the class, but in addition be affected person with them.
That is nonetheless a retail enterprise, however we additionally reside in a D2C ecosystem, so [I’m] balancing each of these. How are we going to coordinate this in a means that doesn’t cannibalize {our relationships}, but in addition doesn’t depart us stagnant?
You spoke with Shannon Sharpe at Blackweek concerning the progress of Black-hosted speak reveals, podcasters and pundits. Are there any creators or influencers that you simply wish to work with?
I personally am in search of the creator that goes past the soundbite. There’s a lot noise. There’s so many individuals doing newbie podcasts or Instagram Lives on a regular basis. I’m in search of somebody who’s passionate concerning the issues we stand for at Saucony. I’m in search of feminine creators, notably of colour. I feel that voice is simple universally, however reveals up extra in magnificence and hair. There’s so many stunning athletes [and] tradition creators that I’d like to shine [a light] on.
