U P C L O S E C O M F O RT
Rieker Gets Fit
The Euro comfort brand flexes its sneaker-making muscle. “The collection is where design meets functionality; it’s a beautiful fit.” IT’S NO SECRET that the pandemic has ushered in a sneaker boom, be it The target customer is broad—just about anyone who wears sneakers, the millions of consumers who’ve discovered/rediscovered the benefits of and these days that is just about everyone. “The target customer is ageless. exercising outdoors as well as the many millions more who’ve had their dress Everyone is part of the ‘Revolution,’” Rask affirms. Indeed, the designs are shoes mothballed in a remote workplace world for well over a year and with not sport-specific, nor are the just stripped-down classic looks. Overall, the little sign that may change any time soon. Sneakers have become the everyday, collection is a modern take on sport lifestyle. That aesthetic, Rask believes, go-to footwear, and Rieker is now meeting the macro lifestyle shift head on will appeal to consumers who are looking for wear versatility. “People want a with the debut of its Revolution collection for men and women, debuting for shoe that suits every part of their day and night activities,” he says. Then there’s Spring/Summer ’22. the simple fact that Rieker is not one of those highly exposed athletic brands, “This collection is in response to our worldwide network of retailers and a few of which are paring down their account lists. “The Revolution customer consumers,” says Rich Rask, president, Rieker Shoe Corporation. “This is is looking to go beyond what is already in the what they’re asking and looking for. We market,” Rask offers. “They’re looking for listen, we’re responsive and we take care of something new and fresh, something beyond our all of our customers.” Rask adds, “The just a restyle or a reshape.” active lifestyle is the new normal. People are As for other ways the Revolution collecspending more time at home, with family tion differs from (many) athletic brands on and friends. Walking, running, riding bikes, the market, Rask notes Rieker’s long track etc. promotes a more causal healthy homerecord. “Our fifth generation ownership based lifestyle, and comfort, function and brings shoemaking tradition, quality and styling are a must, and that’s the DNA of unapparelled manufacturing knowledge,” he our Revolution collection.” says, adding that the collection, unlike most Rieker went the extra mile to ensure athletic brands, will be offered in European that the collection goes beyond just lookwhole sizes. Last but not least, the company ing like sneakers, according to Rask. The is offering long initial margins to sweeten the shoes are built from the ground up, offerincentive for retailers, and the collection will ing genuine athletic comfort and style. In be backed by extensive digital, social media fact, the company created a new, in-house and point-of-sale campaigns. design team to focus solely on combining So far so good, Rask reports. “The initial innovative constructions with high-quality feedback from our retailers has been amazing,” materials. Examples include lightweight he says. “They too are looking for something rubber outsoles, EVA midsoles, stroble PU new and fresh.” He adds the feedback from sole constructions, removable insoles made retail partners will advance the collection in of Memosoft and uppers featuring padded the seasons ahead. “We can’t do it without collars, soft linings and sock-like materials. our retail partners, and we thank them for “With Rieker’s long tradition (147 years) of their continued support,” Rask says. “Here’s shoemaking, Revolution focuses on quality, to the Revolution!” —G.D. Rieker’s new Revolution line is aimed at the sneaker-wearing masses. fit, comfort and functionality,” Rask says. 2021 september • footwearplusmagazine.com 37
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