Jeff Henderson Interview Emerica Brand (?) Manager

[ToySanta]

https://blog.slamcity.com/industry-jeff-henderson/?fbclid=PAAaa71BI9lrG7l7adRnjMchWCWPL8wr1aXsiVKTc4fou1gpqPRp9K8hw0YnY_aem_ATufNTn0-WBAOuCHCJoNTUTbuIUH4KypUvgz2qt_2DMj4t_mbuN7LWCQfdbcHv-jJGI


I know, I know, another Emerica thread. Saw this pop up in a couple places, but I’d rather it have a little more containment.

Plenty of shade thrown, deflection, and repeated “I’m not responsible for the next two years of product!!”

I’m not terribly invested in the future of the brand, myself, but I don’t know if bringing back this guy is the answer. Especially since he is fairly responsible for the look and sterility of Emerica, and its overall lack of diversity. Time will obviously tell…


We got this though:

Yeah, Phelps always wore the MJ. We had 12 pairs of them made for Jake specifically, with his logo. He ran those for a long time.

[doomstation55]

Plz Mr Henderson, save Emerica. Skatebording needs you.

[Murray Hewitt]

He talks about making the brand more global in the interview but they just dropped Rob Pace…one of their only non-american riders.
I want Spanky to dip and get on NB.

[greerpark]

He talks about making the brand more global in the interview but they just dropped Rob Pace…one of their only non-american riders.
I want Spanky to dip and get on NB.

WTF they announce him with 2 minutes of footage 4 months ago and then fire him? When has half of that Emerica team gotten their last 2 minutes of footage? This is a trainwreck.

[oyolar]

Yeah. It's good to have someone in there with a vision and it's good to have Spanky and Leo have more of a voice with the brand, but I guess we just have to see what happens...

[JM]

If nothing else, I am happy to have something to talk about.

And yah can’t ever say they aren’t reading

[addie pray]

shut the fuck up about soletech dweebs

[Paco Supreme]

I read this this morning on my way into work.

It’ll be interesting the next 12 months to see how they plan on making Emerica appeal to all skaters.

 I think they’ve got no chance of shaking the pot smoking, tie dye image that was prevalent in the 2010s. Unless they do something huge and get someone on the team from well outside the Oceanside/Silverlake vibe.

[lamfordie]

If they wanna be a brand for all skaters then make more cupsoles

[MusclesMarinara]

If they wanna be a brand for all skaters then make more cupsoles

It sure seems that what he’s getting at in the article.  He said he knows Emerica can make a good b/w Vulc shoe but with the brand and history, we can also make other good shoes as well.

[Gray Imp Sausage Metal]

If they wanna be a brand for all skaters then make more cupsoles

we’ll they are currently phasing out their most popular cupsole so I’m skeptical at best…

[thehogsniper]

I mean he has a point with product design being 18 months out, and the economy is pretty shit. But this marketing and video is not a huge departure from what we've seen before, no? What is the brand really going to be if they decide to "diversify"? Wondering what SlapTM thinks about this.

[SlapTM]

I mean he has a point with product design being 18 months out, and the economy is pretty shit. But this marketing and video is not a huge departure from what we've seen before, no? What is the brand really going to be if they decide to "diversify"? Wondering what SlapTM thinks about this.

I’ve always had nothing but respect for Jet. On the personal side, Jeff was sending me shoes and mini dv tapes during the filming of Stay Gold and at 21, it was absolutely the coolest thing ever and something I won’t forget. Sure, it’s a bummer seeing the most recent additions getting let go but as Jeff mentioned, the industry is hurting right now. Plus, I know the riders are stoked to have him back and I just hope the riders and crew can continue fighting the good fight. Hoping nothing but the best for all involved.

[Atiba Applebum]

It seemed weird that the Dakota part didn’t do more (or much) to express it was for his pro shoe

[9inchdeck]

He talks about making the brand more global in the interview but they just dropped Rob Pace…one of their only non-american riders.
I want Spanky to dip and get on NB.

Any where why they dropped him? He fits the image of Emerica pretty well and is far from his prime. I can’t wait to see what homie puts out in the future

[Shrinedescender]

Q. Your brand is failing due to an outdated image and failure to tap into the current market. What should you do?

a. Do the responsible thing to preserve your integrity and shutter the brand

b. Give the competent figures already working for you greater voice as to brand direction and major strategies

c. Reinvigorate your brand by hiring fresh talent in crucial positions

d. Rehire an older figure from the 'glory days' of your brand whose who hasn't worked in skating for a number of years and whose past vision is that exact one which is out of touch with todays market; the reliance upon which is causing the downfall of your brand

[Atiba Applebum]

Expand Quote

He talks about making the brand more global in the interview but they just dropped Rob Pace…one of their only non-american riders.
I want Spanky to dip and get on NB.

[close]

Any where why they dropped him? He fits the image of Emerica pretty well and is far from his prime. I can’t wait to see what homie puts out in the future

Feels more like he was poached in-family by Etnies

[9inchdeck]

Expand Quote

Expand Quote

He talks about making the brand more global in the interview but they just dropped Rob Pace…one of their only non-american riders.
I want Spanky to dip and get on NB.

[close]

Any where why they dropped him? He fits the image of Emerica pretty well and is far from his prime. I can’t wait to see what homie puts out in the future

[close]

Feels more like he was poached in-family by Etnies

Well he made this post saying “due to unfortunate circumstances that he no longer rides for them”. There’s probably some beef in there

[tkp]

First pair of skate shoes I ever purchased from a skate shop were the blue Emerica Marc Johnson's way back in the late 90s. Honestly can't remember if I've owned a pair of Emerica's since then.

Edit: Did purchase a pair of Reynolds at some point

If they marketed a shoe model towards "People who've been skating for decades and get hurt just by walking too much, these shoes are for you", I'd probably give them a go.

Looks like Sole Tech brands have a bit of in store inventory climbing to do. This is based off shoe inventory value from a bunch of shops.



edit: see updated chart with adidas added a few posts down

[Allen.]

Q. Your brand is failing due to an outdated image and failure to tap into the current market. What should you do?

a. Do the responsible thing to preserve your integrity and shutter the brand

b. Give the competent figures already working for you greater voice as to brand direction and major strategies

c. Reinvigorate your brand by hiring fresh talent in crucial positions

d. Rehire an older figure from the 'glory days' of your brand whose who hasn't worked in skating for a number of years and whose past vision is that exact one which is out of touch with todays market; the reliance upon which is causing the downfall of your brand

The first shoe that their new designer worked on was the Servold, a shoe which was worked on by multiple people. Give it time.

I’m also just as critical as all y'all about everything (axing the G6 foam, etc), but you do realize that B & D can be construed as pretty much the same thing, right?

[quackquack]

"But our goal is to make the line diverse enough that it’ll appeal to any type of skateboarder".

Lofty goals.

I hope they strike more of a middle ground, somewhere between their current pigeon-hole and yet another direction-less, "we make one of everything", shoe brands.

They honestly should focus on old-man shoes, because I agree with other posters that them shits hurt me feet.

[somedudefromnj]

First pair of skate shoes I ever purchased from a skate shop were the blue Emerica Marc Johnson's way back in the late 90s. Honestly can't remember if I've owned a pair of Emerica's since then.

Edit: Did purchase a pair of Reynolds at some point

If they marketed a shoe model towards "People who've been skating for decades and get hurt just by walking too much, these shoes are for you", I'd probably give them a go.

Looks like Sole Tech brands have a bit of in store inventory climbing to do. This is based off shoe inventory value from a bunch of shops.

Well i'll be

Is NB# really taking the most wall space?

Kinda sick to be honest

Sucks for skater owned

[alraunen]

Expand Quote

First pair of skate shoes I ever purchased from a skate shop were the blue Emerica Marc Johnson's way back in the late 90s. Honestly can't remember if I've owned a pair of Emerica's since then.

Edit: Did purchase a pair of Reynolds at some point

If they marketed a shoe model towards "People who've been skating for decades and get hurt just by walking too much, these shoes are for you", I'd probably give them a go.

Looks like Sole Tech brands have a bit of in store inventory climbing to do. This is based off shoe inventory value from a bunch of shops.

[close]

Well i'll be

Is NB# really taking the most wall space?

Kinda sick to be honest

Sucks for skater owned

I guess with Adidas in the chart the numbers will change little bit, but it's a really cool way to picture the market.

That been said my problem with emerica is the value of their shoes, I had them in the cart so many times but at the end I always find something more appealing from another brand.

Also the shipping in their website doesn't help much, they lowered the free shipping to 75 but before that it was like 120...

[tkp]

Expand Quote

Expand Quote

First pair of skate shoes I ever purchased from a skate shop were the blue Emerica Marc Johnson's way back in the late 90s. Honestly can't remember if I've owned a pair of Emerica's since then.

Edit: Did purchase a pair of Reynolds at some point

If they marketed a shoe model towards "People who've been skating for decades and get hurt just by walking too much, these shoes are for you", I'd probably give them a go.

Looks like Sole Tech brands have a bit of in store inventory climbing to do. This is based off shoe inventory value from a bunch of shops.

[close]

Well i'll be

Is NB# really taking the most wall space?

Kinda sick to be honest

Sucks for skater owned

[close]

I guess with Adidas in the chart the numbers will change little bit, but it's a really cool way to picture the market.

That been said my problem with emerica is the value of their shoes, I had them in the cart so many times but at the end I always find something more appealing from another brand.

Also the shipping in their website doesn't help much, they lowered the free shipping to 75 but before that it was like 120...

whoops, totally forgot about adidas. never owned a pair of those for skating, but as a kid the gazelles and sambas were my go to for soccer.

updated chart:

[thehogsniper]

Expand Quote

Expand Quote

Expand Quote

First pair of skate shoes I ever purchased from a skate shop were the blue Emerica Marc Johnson's way back in the late 90s. Honestly can't remember if I've owned a pair of Emerica's since then.

Edit: Did purchase a pair of Reynolds at some point

If they marketed a shoe model towards "People who've been skating for decades and get hurt just by walking too much, these shoes are for you", I'd probably give them a go.

Looks like Sole Tech brands have a bit of in store inventory climbing to do. This is based off shoe inventory value from a bunch of shops.

[close]

Well i'll be

Is NB# really taking the most wall space?

Kinda sick to be honest

Sucks for skater owned

[close]

I guess with Adidas in the chart the numbers will change little bit, but it's a really cool way to picture the market.

That been said my problem with emerica is the value of their shoes, I had them in the cart so many times but at the end I always find something more appealing from another brand.

Also the shipping in their website doesn't help much, they lowered the free shipping to 75 but before that it was like 120...

[close]

whoops, totally forgot about adidas. never owned a pair of those for skating, but as a kid the gazelles and sambas were my go to for soccer.

updated chart:

I know it probably doesn't extrapolate evenly, but it's crazy to think SoleTech as a whole only comprises 5.1% of shops. That's so small.

[JM]

The only takeaway from the pie chart should be that Etnies are rare, and therefore many people are buying them because they are the best shoes in the world.

(Just kidding, I know how it works)

Seriously though, How could anyone look at that pie chart and think that a shoe company except those big ones could survive?

[mindfuzz]

The two options for brand creative direction: clean or gritty. Glad to see that Emerica will be truly evolving into something new and exciting with its new gritty analog direction. Lmao.

[Atiba Applebum]

Make Ed 1s and I’ll keep you in business

[MareVitals]

The two options for brand creative direction: clean or gritty. Glad to see that Emerica will be truly evolving into something new and exciting with its new gritty analog direction. Lmao.

Show me where soletech hurt you

[DarkPools]

Something I noticed personally being a US 11.5 size for most of Etnies cupsoles is that shops are hard pressed to stock more than 1-2 units of sizes 10 - 13 (especially the half sizes like my 11.5). My local shops that do carry Soletech are slim or none for 11.5s. I regularly come in looking for 11.5s so they get the hint that they should stock that size more in their pre-books since I prefer to buy there 90% of the time.

Either those less common sizes for them don't sell as well so they don't stock them or they don't stock them as well because they don't expect them to sell as well. I get why they don't chance it if they're not sure if it will sit or not.

For etnies mostly, and to a lesser degree emerica and es, I've had to buy directly from their site OR scour for random shops & stores online for a color/model I wanted.

Soletech is perhaps, indirectly undercutting the very skate shops/scene/brand reputation they want to portray/support in order to stay afloat by nudging people to go D2C. We see the same practice with big brands having high minimums for pre books in shops, so they push us to buy directly with good sales/artificial scarcity, etc.

I can't offer a solution here, but thought I'd share that thought and see if anyone else has observed it. Maybe restructuring the pipeline of brand to consumer for buying their products needs adjustment alongside the quality and image of their footwear.