I typically try to keep my blog posts positive, so I promise to spin this one in a positive manner as well. Supra is an interesting brand for me. I have never owned a pair, and it is highly likely that I never will. And this is really more of a personal commentary on the Supra brand. I subscribe to the ‘gut feeling, emotional response’ definition of a brand, and based on that, I am not a fan of the Supra brand. No need to elaborate, but it is the case.
And despite my feelings on the brand, I must give them huge props for their ability to create shoes that are definitely ‘on trend’. I am sure they have done this to great financial success, and I am confident that there are many small retailers that pay their bills off the Skytop. They nail it every time. The new shoe from Terry Kennedy for Supra is an absolutely perfect example of this. To the point where the shoe seemingly forgoes any of the typical parameters or expectations of a skate shoe, instead opting to pursue more fashion-driven trends that will no doubt fly off the shelves. They claim it is totally skate-able, but I would imagine you will see just about as many of these on skateboards as you do Muskas – in other words… TK may wear them.
For a particular segment of the market, I am sure Supra is seen as innovative and trendsetting and inspire that feeling in young kids. That is great. The miles of kids walking down Broadway everyday embody this. When I saw these sneakers, I thought… wow, nice job. But in reality, they just did a superb job of riding trends. Make that money. Job well done.