I have to give it to Stephon Marbury, at least he tried.
Marbury was the basketball player who broke the trend of endorsing high priced sneakers by endorsing a sneaker that would be more affordable—especially to children in poor families.
Back in 2006—
“Steph’s message is that self-esteem doesn’t have to be wrapped up in your clothing,” said Andy Todd, president of Steve & Barry’s University Sportswear stores, who says the sneakers are flying off of the shelves.
“We’ve been in business more than 20 years. We’ve never seen a phenomenon like this,” Todd added.
Marbury says he remembers growing up poor in Coney Island, and being unable to afford the latest sneakers. He is now the NBA’s fifth highest-paid player, and hopes that his discount shoe prices catch on. (more…)
Well unfortunately today I came across the following article (h/t: hicktownpress)
STARBURYS HIT CLEARANCE SHELVES
By MARC BERMAN
January 21, 2008 — Talk about symbolism. Stephon Marbury’s Starbury sneaker line is selling now at a cut-rate $7.99 in a special winter clearance at most Steve & Barry’s outlets. The Starburys, which have received national acclaim, are normally priced at an already basement price of $14.98. Steve & Barry’s have never disclosed Starbury sales. (source)
The following is a post I found on the ‘Best Damn Sports Blog‘ (not to be confused with the show). This post was also written in 2006, yet the author I feel smacked the nail on the head with his analysis.
Starbury’s Sneakers Will Flop
[excerpt]
Air Jordan sneakers, many of which cost in excess of $180, bring in over $500 million in annual sales for Nike. And it’s not because Jordans are that unique or more durable or look that much better than other shoes. There have been some ugly ones over the years. But Michael Jordan is a social icon and his name is synonymous with greatness and athletic supremacy. He’s so beloved that even when it was found out that his sneakers were manufactured in Asian sweatshops, his image remained unblemished and his sales undiminished.
A big part of the reason why so many people are willing to plop down close to $200 for sneakers is the cost itself. It’s a status statement. Like gaudy jewelry, a pair of expensive shoes says that the wearer is able to spend that much on exclusive footwear. That’s the idea, and “flossin’” has become so entrenched in urban mentality that it’s almost a necessity, even if it’s fiscally irresponsible.
The chorus of the Big Tymers’ song “Still Fly” comes to mind. “I can’t pay my rent, ’cause all my money’s spent. But that’s OK, ’cause I’m still fly.”
It’s the same reason why Payless shoes aren’t “the s***” among Marbury’s target demographic. In fact, the Starbury One will actually go for cheaper than most adult basketball shoes in Payless.
I’d be more optimistic about his business venture if the shoes were being sold for $50. From the perspective of most inner-city youngsters, you can’t stay fly in pair of kicks that cost less than your grandfather’s house sandals.
Also, part of what pushes products is the popularity and marketability of the figurehead. And that usually means appeal that transcends most, if not all boundaries. Marbury isn’t popular enough to pull it off. He’s not idolized enough. Not throughout the world, not in the United States, and not even in his hometown. Over the last two years, he‘s even drawn the ire of Knicks fans. Last season, his worst as a professional, he feuded with the head coach and became the face of a team that won just 28-percent of its games. His likeability is at an all-time low. Based on recent fan polls, Starbury isn’t even as well-liked as his diminutive backup, Nate Robinson.
He doesn’t have the selling power of some of the more famous NBA stars. He’s not LeBron James. He’s not Kobe Bryant. He’s not Allen Iverson. He’s not even Gilbert Arenas. Shaquille O’Neal is one of the biggest celebrities in the world and even his sneakers — available at Payless — don’t sell much.
Marbury’s previous sneaker line, released under And1 and sold for upwards of $80, didn’t do that well and the company no longer endorses him. Their dropping him is what spawned this idea.
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