“It’s the ultimate validation

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13 Aug 2014

loaded basketball shoes skyrocket after NBA ban

Adam and Ryan Goldston designed their spring loaded basketball shoes with the elite player in mind, hoping their products would eventually be canada goose sale outlet review worn and endorsed by the likes of Andrew Bynum and Blake Griffin.

But it was only when the NBA banned their $300 shoes on Oct. 19 because they might give players a competitive advantage they’re supposed to instantly improve vertical leap that sales “went through the roof,” the canada goose clearance sale 23 year old twins from Los Angeles say.

“It went crazy. We expected it to be a big story, but nothing like this. We sold out size 13s, and a lot of canada goose montebello uk other sizes are on the verge of selling out. We went through a month’s worth of stock in a week.”

canada goose clearance Was the NBA ban a stroke of luck, or marketing genius? canada goose clearance

cheap Canada Goose “Probably a little bit of both,” said David Carter, executive director of the USC Sports Business Institute. “I thought it was fascinating. “It’s the ultimate validation. It proves the shoes we created really work.” cheap Canada Goose

cheap canada goose uk They won’t for NBA players, nor will they for college teams that have other apparel or shoe contracts. But that’s OK with the Goldstons, who helped Van Nuys Montclair Prep win the 2005 Southern Section 4 A basketball title and made the 2005 06 USC team as walk ons. cheap canada goose uk

buy canada goose jacket There are plenty of gym rats who would gladly shell out $300 for sleek looking high tops that could be the difference between getting canada goose outlet mississauga to the rim and dunking on a playground adversary, between getting scored on and swatting a shot away and proclaiming, “Get that weak out of my kitchen!” buy canada goose jacket

The twins’ fledgling athletic shoe company, called Athletic Propulsion Labs (APL), received what amounted to canada goose outlet jackets a ringing endorsement from the NBA without having to pay the millions of dollars it would cost for an NBA star to endorse its shoes.

“We created the shoe for the serious basketball player, but now we’re definitely attracting recreational players,” Adam Goldston said. “While the 450 best players canada goose outlet store locations can’t wear our shoes, millions of others can.”

Adam and Ryan were children of the athletic shoe industry. Their father, Mark, a former president of LA Gear and current marketing chief for Reebok, is credited with creating the Reebok Pump and LA Gear’s lighted shoes. The twins were often product testers.

Canada Goose sale “Our two passions were always shoes and basketball,” Ryan said. “We always wanted to play at the highest level, but Adam and I are not the tallest or highest jumping guys out there. We could get up, but not like Vince Carter or anything.” Canada Goose sale

canada goose factory sale The twins did everything they could in high school and college to improve vertical leap, and when they started their company in March 2009, shortly before their graduations from USC Adam with a degree in communications and sociology, Ryan with a degree in business they focused on shoes that would help people jump higher. canada goose factory sale

“We knew we needed something to differentiate ourselves,” Ryan said. “We needed something with a unique selling point.”

The result was the “Concept 1,” a shoe that features https://www.mild-und-leise.de what the Goldstons call “load and launch” technology. A thermo plastic urethane shank down the center of the shoe absorbs shock and redistributes energy to the forefoot. The more pressure on the shoe, the more spring it provides.

“It acts like a diving board,” Ryan said. “When you walk on the board, nothing happens. But when you get toward the end of the board, energy propels you upward.”

The twins swear they did not draw inspiration from the 1995 “Seinfeld” episode called “The Jimmy,” where a character wears goofy training shoes that supposedly improve vertical leap.

canada goose coats on sale “But after we created the shoe, a bunch of people posted their recollections of that episode on our site, so we went back and watched it,” Ryan said. “It’s pretty comical.” canada goose coats on sale

The twins say the shoes were tested last January by two professors in a biomechanics laboratory at a West Coast university, though they declined to name the testers or the school.

Fourteen students were measured for vertical leap running and standing still using both the Concept 1 and a “leading brand of high performance shoe,” Ryan said. Students wearing uk canada goose jackets the canada goose outlet Concept 1 increased their vertical leap by as much as 31/2 inches.

When the NBA notified APL last week that its shoes would not be permitted and issued a statement that “under league rules, players may not wear any shoe during a game that creates an undue competitive advantage,” the Goldstons pounced.

canadian goose jacket They sent out a canada goose sale uk mens news release stating that the NBA banned their shoes, citing the “undue competitive advantage” rule, and updated the home page on their website so that a large red stamp reading “Banned by the NBA” appeared over a picture of the shoes. canadian goose jacket

Numerous media outlets, including Yahoo, Sports Illustrated, ESPN and the Associated Press, picked up on canada goose outlet uk review the story on their websites, and the APL site crashed because of the increased traffic.

canada goose clearance sale “The amount of attention and notoriety is all positive,” Adam said, “but honestly, it’s been crazy.” canada goose clearance sale

And crazy good for business.

uk canada goose outlet “The free global publicity when a story like that goes all over the world you can’t buy that kind of coverage,” Carter, the USC sports business expert, said. uk canada goose outlet

“It gives you a great initial blast, but ultimately the quality of the shoes and customer service take precedent. Canada Goose Jackets But from a PR standpoint, it doesn’t get much better than that.”.


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