Payless & Exeter to launch Tailwind footwear brand
24 Nov '06
3 min read
Payless ShoeSource and Exeter Brands Group, a wholly owned subsidiary of NIKE Inc, have teamed up to launch a unique new brand of stylish performance athletic shoes called Tailwind designed to fill a high-growth- potential market in the women's athletic footwear category for shoes that combine contemporary fashion appeal with technical performance.
The Tailwind branded product, expected to retail initially at under $35 a pair, will be available exclusively at Payless stores and Payless.com beginning in spring 2007.
"Payless' mission is to democratize fashion, design and innovation in footwear and accessories, and we are thrilled to partner with Exeter to create the Tailwind brand and bring this unique new line to consumers," said Matt Rubel, CEO of Payless.
"Through our collaborative work, this unique fashion- meets-performance collection celebrates expressive women who want the comfort and quality of a serious performance shoe combined with the fun of the latest fashion trends -- all at a great value."
The agreement is a multi-year deal with Exeter designing and producing the styles, Exeter and Payless jointly launching the brand, and Payless serving as the exclusive retailer of the Tailwind branded footwear line.
The Tailwind brand will launch with six women's styles featuring innovative cushioning gel and support technologies designed by Exeter designers in collaboration with the Nike Sports Research Lab. By back-to-school season next year, the Tailwind branded line is expected to include girl's and accessory items as well.
marketing@alchempro.com
