John Kim Sneakers have the power to command attention on social media like few other facts of life can. It’s why mainstream consumers have flocked to the “hobby”, and it’s fully understood that once you get a taste of it, buying sneakers becomes an addiction. It’s really less about the artistry and backstory, and more about being “part of the conversation”. This desire to be in the “in crowd” has fueled the reseller market, and as the digital sneaker-buying landscape continues to be ravaged by the plight of bots and the reselling opportunists, there exists a shinier side of the coin that deserves more attention and more support.
The Whitaker Group, which includes Social Status, A Ma Maniere, APB, and Prosper, recently launched an exclusive release of the Nike Waffle One. With a mere 500 pairs in circulation and the acting launch colorway of an entirely new, highly promising lifestyle silhouette by Nike, this drop had the makings of being the next hot commodity in the secondary market. With decades in the footwear retail and fully understanding the intrinsic value of a Nike exclusive/collaboration, The Whitaker Group chose to leverage the magnetic power of their release into something that reached far beyond getting “likes” on social media. The results were astounding.
In fact, it actually makes us wonder – why don’t more shops do this? More importantly, why don’t the BRANDS do this? We spoke with James Whitner of The Whitaker Group to explore the makings of this release and how its end result has had immensely positive effects. See our exclusive interview below.
Sneaker News: The Whitaker Group has consistently shown its commitment to supporting charities and community-building projects. Is there a sense of responsibility, as a retailer group, when it comes to giving back?
James Whitner: It’s at the core of who we are, as people and business. We have always been committed to make a difference in the communities that we serve and finding people who are equally passionate about changing their immediate surroundings. Our goal is for our locations to be in underserved and pre-dominantly Black cities, and with that comes a great deal of responsibility to be a catalyst for change. Our doors are often safer and more trusted than local authorities, it’s where the community comes alive and congregates. So that’s why it was important for us to formalize our community work under Hand Wash Cold, beSocial and APB YOU to stand shoulder to shoulder with our retail banners, wherever they are, but also formalize our non-profit work under The Whitaker Project.
SN: The Houston area has been under some difficult times due to recent events. In what ways will the The Whitaker Project be part of the recovery and rebuilding?
JW: First of all, our thoughts and prayers go out to the people of Texas. This has been an incredibly challenging time for all across the state, and recovery efforts are taking shape in many forms, in every city – our goal was just to help as best as we could. Our team will be providing $1,000 to individual Black and Brown families in Houston currently living through the aftermath of the damage created by the snow storm, rolling blackouts, and the ensuing water, food and supply shortages. Our team in Houston is identifying the families that we can help and we will be making sure that money goes directly to them.
SN: Getting a Nike exclusive or collaboration is obviously a big deal for any shop. Was the timing of this release a coincidence, or was it planned to leverage the energy around the release to benefit a larger, more significant purpose?
JW: No one could have predicted the unfortunate events in Texas. This project was a long time in the making and the goal of the project was more about building strategic ways to work as partners to help bring new product to market. NIKE always believes in our purpose and commitment to use our platform to make an impact. When the events occurred in Texas, we were already rolling out the campaign to launch this product. It was incredible to pivot and spring into action at the drop of a dime, with the undying support of your partners, is something we’re incredibly grateful for. We had an opportunity to make a difference in our community – our Houston teams have been deeply affected by this crisis. We would have taken action in some form of way, this release perhaps allowed us to make a bigger impact.
SN: I’ve seen a lot of other retailers directly support The Whitaker Project with donations. Why do you think there has been such a positive outpouring from your peers who are technically your competitors?
JW: We’re all peers, we’re all at the service of the culture, community and consumer. We are all driven to make a difference for the youth and generations we connect with, we are all stronger together. It was amazing to see us all rally around this moment as we have many times before. As a community we have to stay connected and stay focused on uplifting the black community as a whole – and we appreciate every single person who supported with donations. At the closing of the draw, we have raised $46,333 from all donations – and we also will be donating all proceeds from the sales of the Nike Waffle One Whitaker Group Exclusive to support The Whitaker Project efforts, amounting to $30,000. So in total, we will be donating $76,333 to assist Black and Brown families in Houston, TX.
SN: Talking just shoes for a moment – can you talk about how the Waffle One exclusive came about? Did you have any design input, and what was the level of involvement.
JW: The Nike team wanted to create a special moment to launch The Waffle One . Each pair is individually numbered, limited to 500. The project itself is a great collaborative effort. The story and colorway were shaped by Frank Cooke, giving it a timeless aesthetic inspired by Bill Bowerman’s waffle maker and the original icon. The paper lining the box features a comic strip designed by Pel Peltier, offering a modern take on this legendary story. NIKE’s Men’s Sport Lifestyle were incredible on this project. We are really proud and honoured to have the opportunity to be the first to introduce this new silhouette to the global marketplace.
