On Tuesday, Oakley will introduce a new, domestically-
produced sneaker that "seems destined to be viewed either as
masterstroke or fiasco," according to Starr & Kaufman of
NEWSWEEK. While Oakley's new sneaker "is about trying to
seize a marketing opportunity," it's also about "a clash of
giant egos, a corporate grudge match pitting" Oakley against
Nike and Oakley Founder & Chair Jim Jannard against his
former friend, Nike Founder & Chair Phil Knight. Jannard
noted that his company's decision to enter the shoe market
came after Nike's decision to manufacturer its own line of
eyewear: "I marvel that they would risk our relationship to
go after part of a $200 million business against the
possibility of us going after a share of a $5 billion
business. It showed a great amount of disrespect. They
obviously didn't take us seriously" (NEWSWEEK, 5/18 issue).
SHOES YOU CAN USE? Jannard says Oakley has designed a
"technically better shoe, more consistent in sizing with
improved support and protection." But Starr & Kaufman write
that "few in the industry are as impressed with [Oakley] as
it is with itself," and add that "many think Oakley's shoe
is a misguided, perhaps even suicidal, potion driven by
little beyond Jannard's ego." Marketing the shoe "will be
tricky," since many of Oakley's "big-name" eyewear endorsers
already have footwear deals. In addition, Oakley plans no
major ad campaigns around the new product and so far "has
mustered a rather limited distribution network" of only
about 200 stores nationwide (NEWSWEEK, 5/18 issue).
