Warrior

HS: I think it is also interesting to think about how often people have derided Chinese manufacture, when in reality some of the best stuff has and continues to be produced in Chinese factories.

Bobby: Absolutely. The reality is also that people don’t realize how many of the things they own have been produced in Chinese factories. Most people, people my age especially, grow up seeing little trinkets or piece of shit things you get in goodie bags being stamped “Made in China.” Basically, everything we have now is made in Southeast Asia and Mainland China. It’s almost a wake up call to people to show them China’s coming.

HS: Based on the heritage and looking through the website, one thing that strikes me is how well integrated the product is in the aesthetic of your photo shoots. How does the creative direction work to insert the Chinese story into an everyday American story?

Bobby: We are currently working on revamping and reinventing the site. The current site was based on the design aesthetic that Danny, Alex and I had in mind. We wanted something simple and straight forward. As you mention, the images in the gallery are not coincidental. A friend of ours shot those photographs, we did the shoot in New York City at different locations. It is intentional, they are supposed to, just as they evinced in you, images of the Warrior brand breathing in the United States. A shoe for the American lifestyle. The US or Western lifestyle. As the brand grows, we’ll look to have images of shoes in Europe or South America. Our marketing so far has really been about product placement in a US context. It is just to show people that this brand can exist in the US. One of the first reactions when people see something new is to think “how would this look on me?” We tried to show people wearing the Warriors in simple clothes, outside enjoying themselves and behaving as like young people would. It helps people imagine themselves living the Warrior lifestyle.

HS: Quick question about numbers. How many pairs do you plan to bring in as an initial run? Obviously, the factory is capable of producing huge amounts of shoes and there is the potential to flood the market quickly is there. For me, that potential would always be knocking. How does your run play into longer term aspirations for the company?

Bobby: As far as people buying the shoes and bringing them internationally, that is what we’re doing now. For our initial run we brought a smaller number pairs just because it was completely foreign to people. Top sneaker heads, who’ve spent years of their lives studying and interacting with footwear had never seen our brand. So, there is definitely hesitancy. We began to think maybe our opinion is wrong. Just because we like the shoe doesn’t mean others will. Our initial test runs were small, but we’ve continued to order in larger quantities. In doing so, our partner in China has really bolstered our relationship with the factory and they recognize us as a brand. Nobody was doing anything like this, nobody was bringing Warrior to the Alife Rivington’s of the world. In fact, it was even beyond the realm of comprehension for these factories. They didn’t believe these stores existed. When they saw what we were doing they became much more interested in us and take us more seriously. What we’ve been doing with these stores... and what you’ve said is absolutely true, it is always on my mind that business is any man’s game. In response to that the only thing we’ve been able to do short of ordering thousands of shoes is develop very strong relationships with the stores.

One thing that I’ve learned, and I learned this within weeks, is that lifestyle footwear and fashion in general is heavily based on relationships. Even before a person does business with someone who could afford to buy their product they’ll ask if they want to do business with them. They’ll ask what it means for them and their image. The relationships are always the foundation we have with anyone.

HS: To finish, thinking about sneaker boutiques in Asia and your involvement with top tier boutiques in the West - which everyone looks at - do you see potential in reinventing the story in Asia?

Bobby: It’s an interesting question. Warriors have been sold in Asia at different times throughout its long history. My parents are from Iran. In fact my dad, when he was a child in Iran, owned a pair of Warriors. I think that is why he wears them playing tennis. He wants to relive his childhood. I think that’s fantastic.