Antonio Ferguson with the prototype for his Obama shoe. When the shoe is officially released, a 44—named for the 44th president—will be on back of the shoe under the NA logo.
Add “basketball shoe” to the growing list of products being marketed with Barack Obama associations. The 44, named after the 44th president, is being launched as the marquee shoe for a new sports brand called Naturally Athletic Sports.
“The product speaks for itself,” says founder and chief executive Antonio Ferguson. “Just like Nike brought out Air Force 1’s in 1984, we’re introducing the company with one of the best shoes in the marketplace.”
Ferguson took a chance in August when he presented the shoe to the public at Magic, a marketing showcase for the fashion industry in Las Vegas. At the time, Barack Obama was just the Democratic nominee for president. Luckily for Ferguson, history has proven to be on his side, which means he hasn’t had to market 72-year-old John McCain’s viability as a basketball player.
Ferguson, an African-American and the sole financier of Naturally Athletic, claims to be the first minority owner of a major sports brand. He says that the Washington-based company has adopted Obama’s message of change.
“We’re trying to change the game in the way people think about retailing,” he says. “We’re putting the product in the hands of the consumer.”
Rather than launching from stores like Champs or Sports Authority, the 44 will first be sold through the company’s Web sites—44shoe.com and Naturallyathletic.com—on April 1. The sites, which he expects to be running in the next two weeks, will sell the first 100,000 sneakers at $44.09—more than $20 less than the expected retail price. Ferguson also wants his company to address social concerns such as childhood obesity. That’s why for every pair of the first 100,000 sold, Naturally Athletic will donate a pair to disadvantaged youth. The offer will last for 45 days after the shoe’s launch.
Aside from the 44, Naturally Athletic also has athletic apparel and another 50 pairs of sneakers in the works. Ferguson is exploring marketing the brand through breakfast cereals and in television shows. He’s also in talks with the Verizon Center to get some of the naming rights at Wizards games.
“We’re looking to make a big splash,” he says.
With a shoe tied to Barack Obama, anything is possible.
Obama Basketball Shoe Makes Its Debut
Add “basketball shoe” to the growing list of products being marketed with Barack Obama associations. The 44, named after the 44th president, is being launched as the marquee shoe for a new sports brand called Naturally Athletic Sports.
“The product speaks for itself,” says founder and chief executive Antonio Ferguson. “Just like Nike brought out Air Force 1’s in 1984, we’re introducing the company with one of the best shoes in the marketplace.”
Ferguson took a chance in August when he presented the shoe to the public at Magic, a marketing showcase for the fashion industry in Las Vegas. At the time, Barack Obama was just the Democratic nominee for president. Luckily for Ferguson, history has proven to be on his side, which means he hasn’t had to market 72-year-old John McCain’s viability as a basketball player.
Ferguson, an African-American and the sole financier of Naturally Athletic, claims to be the first minority owner of a major sports brand. He says that the Washington-based company has adopted Obama’s message of change.
“We’re trying to change the game in the way people think about retailing,” he says. “We’re putting the product in the hands of the consumer.”
Rather than launching from stores like Champs or Sports Authority, the 44 will first be sold through the company’s Web sites—44shoe.com and Naturallyathletic.com—on April 1. The sites, which he expects to be running in the next two weeks, will sell the first 100,000 sneakers at $44.09—more than $20 less than the expected retail price. Ferguson also wants his company to address social concerns such as childhood obesity. That’s why for every pair of the first 100,000 sold, Naturally Athletic will donate a pair to disadvantaged youth. The offer will last for 45 days after the shoe’s launch.
Aside from the 44, Naturally Athletic also has athletic apparel and another 50 pairs of sneakers in the works. Ferguson is exploring marketing the brand through breakfast cereals and in television shows. He’s also in talks with the Verizon Center to get some of the naming rights at Wizards games.
“We’re looking to make a big splash,” he says.
With a shoe tied to Barack Obama, anything is possible.
>> All Washingtonian.com inauguration coverage
More>> Capital Comment Blog | News & Politics | Society Photos
Most Popular in News & Politics
The Missing Men of Mount Pleasant
Another Mysterious Anti-Trump Statue Has Appeared on the National Mall
Muriel Bowser Defends Her BLM Plaza Decision and Looks Back on a Decade as Mayor
Yet Another Anti-Trump Statue Has Shown Up on the National Mall
8 Takeaways From Usha Vance’s Interview With Meghan McCain
Washingtonian Magazine
July Issue: The "Best Of" Issue
View IssueSubscribe
Follow Us on Social
Follow Us on Social
Related
How Would a New DC Stadium Compare to the Last One?
The Culture of Lacrosse Is More Complex Than People Think
Did Television Begin in Dupont Circle?
Kings Dominion’s Wild New Coaster Takes Flight in Virginia
More from News & Politics
Guest List: 5 People We’d Love to Hang Out With This July
The Washington Nationals Just Fired the Manager and GM Who Led Them to a Championship. Why Has the Team Been so Bad Since?
FBI Building Now on Track to Leave DC After All, Whistleblower Leaks Texts Suggesting Justice Department Planned to Blow Off Federal Court Orders, and NPS Cuts Leave Assateague Island Without Lifeguards
Families of DC Air Disaster Victims Criticize Army’s Response, Trump Settles His Scores Via Tariff, and Police Dog Kicked at Dulles Returns to Work
This DC-Area Lawyer Wants More Americans Betting on Elections
Trump Threatens DC Takeover, Says He’d Run the City “So Good”; Supreme Court OKs Mass Federal Worker Layoffs; and You Should Go Pick Some Sunflowers
Trump Pledges Support for RFK Stadium Plan, Ben’s Chili Bowl Will Strand Us Half-Smokeless for Months, and Pediatricians Are Suing RFK Jr.
Muriel Bowser Defends Her BLM Plaza Decision and Looks Back on a Decade as Mayor