U P C L O S E AT H L E T I C
PF Flyers Ready to Soar
Under new sneaker royalty ownership, the iconic brand looks to spread its wings.
IN AN ERA when old-school sneaker brands and styles rule, few have the rich pedigree of PF Flyers. Founded in 1937 by B.F. Goodrich and most recently under the ownership of New Balance, it’s considered an OG of sneaker brands. But to say it’s tapped into classic kicks renaissance, a la the Adidas Superstar, Nike Air Force 1, Vans Slip-on, etc., etc., would be an understatement. PF Flyers has been in the hangar for years—until now. Kassia Davis, daughter of New Balance founder Jim Davis, acquired the brand earlier this year and is taxiing to its relaunch this fall with high expectations. “I’ve always felt that this brand is iconic; it’s an American classic with so much history and authenticity, and I’m very passionate about evolving it into the brand that it has the potential to be,” Davis says, adding that the timing is ideal for a relaunch. “Our ‘new normal’ has influenced and forced a lot of lifestyle shifts, including how people shop and dress. Now more than ever, consumers are prioritizing comfort when they get dressed and a versatile shoe, like our Center Lo or Hi, that works perfectly with any range of outfits—from jeans and a tee to a sweater dress with your favorite purse.” In addition to being on-trend, Davis cites brand attributes of versatility, an opportunity for personalization and a balance of heritage and relevance as boding well for the relaunch. “Part of what I love about this brand is that it appeals to such a broad range of consumers,” Davis offers. “Every style we offer is a simple and versatile silhouette with an opportunity to express individuality and creativity based on a consumer’s style.” That overarching style aesthetic starts this fall with a focus first on bringing back full size runs of core/existing styles in best-selling colors for men, women and kids. “Fall 2022 is when the real fun starts!” Davis says. “I’m excited to launch with re-engineered versions of our existing consumers’ favorite styles as well as female-focused designs. As we modernize this classic brand, we’ll look for ways to continue to connect with today’s consumer in fun, fresh and relevant ways.” It goes without saying that Davis has strong sneaker DNA. Her father built a multi-billion empire that features its fair share of iconic styles. As for any Golden Rules passed down from dad, Davis cites one in particular. “The qual-
ity of a product should always be the priority,” she says. “And my mom taught me that company culture, brand values and employees are just as important as the product. These two golden rules guide me every day.” Davis has her own extensive career background to rely on, as well. She remains founder and CEO of KADA, maker of sustainably made women’s apparel essentials. Prior to that, she spent 10-plus years at New Balance, where she held the role of Apparel Product Manager for Studio, Lifestyle, which included a successful collaboration with Heidi Klum. Additionally, she was the Strategic Account Manager for the partnership between New Balance and Nordstrom, and then became the Director of DYC Merchandising for the company’s global flagship stores and ecommerce. Along those lines, Davis says the relaunch will kickoff with a DTC platform while it identifies key retail partners who have been “loyal to the brand in the past and can help connect with our key consumers going forward.” Davis believes being a female CEO in an industry still dominated by men offers another unique perspective, particularly for PF Flyers. “Historically, it’s been one of those brands that treats women as an afterthought—designs haven’t been catered to women and, for the most part, women have only been offered smaller sizes in men’s styles,” she says. “I’ve always been very passionate about women supporting women, and I’m so excited to offer women versatile options that can be personalized and worn every day.” Davis adds, “The brand already has a loyal following, but adding a women’s angle to the strategy will 100 percent enable us to expand our customer base tremendously.” That female focus aside, Davis has also tapped D’Wayne Edwards, founder of the Pensole Footwear Design Academy, to join the PF Flyers board. Edwards is slated to lead the creative direction for the first year while the company searches for full-time hires. “He brings so much knowledge, creativity, diversity and decades of experience to the table,” Davis says. “D’Wayne is an icon in the industry, and no one understand the ins and outs of the footwear design process like he does.” In addition, Davis is very excited to be working with some Pensole students. “Not only will we be offering them a unique and rewarding opportunity to be a part of the relaunch of an iconic brand, but a lot of D’wayne’s students embody the Kassia Davis, owner, PF Flyers PF Flyers target consumer—and they’ll help us shape the brand vision,” she says. “We’re fortunate to be able to tap into this pool of talent.” As for the distant flight path ahead, Davis foresees enormous opportunities for PF Flyers. “The plan is to stay true to the heritage of the brand while incorporating product that’s more relevant to today’s consumer,” she says. “The sky’s the limit!” —Greg Dutter
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