Upclose Athletic

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 quality 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 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

Kassia Davis, owner, PF Flyers

Fresh takes on the run way by Enjoiya and Secret Celebrity.

The Race is On

Enjoiya Group launches two running collections.

THERE IS NO time like the present to get in the running—literally. That’s what the Enjoiya Group, makers of Soft Comfort, Enjoiya and Secret Celebrity, has done with the soft launch this summer of two functional running collections under the latter two brands. CEO Frank Cammarata says, above all, that the pandemic made him do it.

“The timing of our launch feels natural,” Cammarata says. “With many people being isolated from family, friends and business associates, running gives you the opportunity to recharge, be in the fresh air and work out safely. Even when things return to normal, people will likely work from home more frequently and exercise more due to that flex-time. Plus, the consumer is always looking for something new and fresh. We’re confident that by then we’ll have earned our way into this sector of the business.”

In what is a very crowded and established field, Cammarata believes the brands’ blend of performance and comfort features with unique styling (think mixed-media materials and bold colors) will break down barriers. It’s a recipe for success today that he says demands all three ingredients. “The sneaker category has become a dress-up and dress-down lifestyle staple,” he says. “Hence, our new sneaker collections skillfully merge fashion, function and comfort that enhance the lifestyle use of the shoes, thus increasing mass appeal.”

For Enjoiya and its debut Val-Venosta series (named after a region in Italy known for its scenic walking trails) that recipe is led by proprietary Extralight performance outsoles and removable padded insoles with enhanced heel cushioning. Ultra-light in weight, the foam outsoles add softness and flexibility to a basic running shoe, according to Cammarata. Uppers and linings are made of Nappa leather and incorporate modern fashion elements like metallics, python snake embellishments and laser-cut perforated designs. Updated classic color combinations—such as black-on-black, jet black snake with silver, white and black, and wine with cream—set a stylish pace. The SRP is $129.95 to $199.95, and the collection comes in European sizes 36-41.

For Secret Celebrity’s MIA collection, the theme is authentic American sports style, Cammarata says. The shoes feature a removeable insole, consisting of comfort heel seats, raised arch support and toe bars for a secure fit adaptability. Plus, the outsole provides durability, support and flexibility. Bright, on-trend colors include navy, plum and gray, as well as racy zebra and leopard prints. The SRP ranges from $69.99 to $89.99. Sizes run from 6-11.

In a field that spans multi-billion stalwarts to fast-growing upstarts, Cammarata believes there room for at least two more brands to make a living. For starters, the running sector is rapidly growing overall and one that he believes is “wide open.” Besodes, Cammarata doesn’t fret what other brands are doing. “We don’t obsess too much about the contrast from other brands, because every look, every price and every technology is basically already out there. It can drive you crazy,” he says. “We just focus on what we do best: design, style, functionality, comfort, fit, value and, of course, consistency. Once we earn the initial shelf space, we’ll build it, brick by brick, as we learn more about our consumer.” Case in point: Cammarata says that following the successful test runs this summer, the Boxborough, MA-based company will be adding a higher percentage of wide widths into both expanded collections starting this fall.

Looking further out, Cammarata says running marks just the beginning of the Enjoiya Groups’s athletic market pursuits—but not until running is on solid ground. “Our running launches have been very well-received to date,” he says. “And ongoing technology research, development and engineering remain a key focus, but there’s always room for progress in those areas. So once we’re completely satisfied with the execution and results of our running shoe product, we expect to first add cross-training and hiking classifications.” —G.D.