Footwear Plus | July 2026

SUPREME COURT

FRESH SPINS ON THE CLASSIC TENNIS SILHOUETTE FOR SPRING/SUMMER ’27

SURE THING

AARON ATKINSON DETAILS SUREWERX’S STRONG WORK BRANDS PORTFOLIO

IT’S SHOW TIME! WHAT TO EXPECT AT ATLANTA, DALLAS, AND LAS VEGAS

POWER TOOLS THE LATEST WORK BOOTS GET THE JOBS DONE

EAST MEETS WEST WHAT THEY’RE WEARING IN TASHKENT, UZBEKISTAN

FEATURES

8 Cruise Control

The Atlanta Shoe Market continues its reign as the industry’s largest trade show, bar none.

By Greg Dutter

10 True Blue

Aaron Atkinson, general manager/ president of SureWerx Footwear, on being a one-stop resource for trade workers and why it’s a labor of love.

By Greg Dutter

18 The Dallas Difference

Dallas Market Center is bringing the brands, buyers, and trends under one roof.

By Ann Loynd Burton

20 Work Preview

The latest athletic-inspired and classic work styles.

By Kiernan McCormick

24 The IR Show is Dealing Las Vegas sets the table for the largest shoe show west of the Rockies.

By Greg Dutter

26 The High Court

Serving up the sophisticated sneaker silhouette for Spring/Summer ’27.

By Kiernan McCormick

DEPARTMENTS

4 Editor’s Note

6 This Just In: Uzbekistan

25 A Note to My Younger Self

38 What’s Selling

40 Last Shot

On the cover: Alegria court mules with removable footbeds; nubuck leather tennis sneakers with removable insoles by Mephisto

JULY 2026

Aetrex platform court sneaker with side zipper and padded heel; tennie with charmeuse lining and removable insole by Rieker

and

EDITORIAL

Greg Dutter

Editorial Director

Nancy Campbell

Trevett McCandliss Creative Directors

Kiernan McCormick Fashion Editor

Rosemary O’Connell Art Director

Kathy Passero Editor at Large

Mariah Walker Style Director

Darby Dutter Contributing Editor

Melodie Jeng

Marcy Swingle

Contributing Photographers

ADVERTISING

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Steven J. Resnick Vice President & CFO

Lizette Chin SVP/Group Publisher

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CIRCULATION

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Tickled Pink

WHAT A PARTY this FIFA 2026 World Cup is! The pageantry, passion, and athletic skills on display are captivating millions of fans around the world—including many football-loving Americans who are now seeing what all the (other) fútbol fuss is about. The equally entertaining backdrop to this month-long bash is the kaleidoscope of vivid colors on and off the pitch. The colorful canvas is enlivening and unifying what has been a dark, dull, and divided world of late.

For example, I can’t get enough of the videos showing thousands of electric orange-clad Dutch fans doing their Orange Legion pre-game dance that includes hops to the left and right. It’s a soccer-mad rave! If the Dutch keep advancing in the tournament, Snollebollekes’ “Links Rechts” just might be the song of summer 2026. Then there was the sea of navy blue jersey–wearing Scottish fans, many sporting colorful plaid kilts as well, who overtook Boston with full-throated song, bagpipes, and beer-soaked revelry. Their joyous nature was intoxicating. And how about the sea of red jersey–clad Norwegian fans doing their Viking Row chant to the rhythm of a solo drumbeat? The unity and intensity are enough to encourage anyone to jump into battle. And let’s not overlook the canary yellow jerseys of Brazil, the powder blue and white stripes of team Argentina, the red-and-white checkered pattern representing Croatia, and, of course, the red, white, and blue wavy flag design of Team U.S.A., among many others.

These vibrant colors symbolize a world where people are openly embracing their national identities and expressing love for their unique heritages. I’m proud to be an American, a Brazilian, an Iranian, a Curaçaoan, etc. It’s all good. We’re all part of one giant color wheel. It’s also a welcome reminder that we humans are capable of putting aside differences and rallying around something positive and fun. This isn’t just about soccer. Far from it. It’s a celebration of culture and competition. It’s the entire world coming together. It’s the antithesis of what the ogre green waters found recently in the Lincoln Memorial Reflecting Pool symbolize—divisiveness and corruption.

color. But as everyone in our industry knows, there’s as much chance of that as there is of Ronaldo and Messi calling each other the better player. Competition in soccer, just as in shoes, is good for all players. Heck, even the names for fuchsia vary by brand. Adidas calls theirs Solar Turbo, Puma’s is Poison Pink, Skechers is L.A. Sunset, it’s Pure Ambition for New Balance, and Nike’s is Vibrant Pink, which sounds a bit dull until you discover it’s part of the Swoosh’s Mad Brilliance collection. That’s hot.

Some fútbol pundits have also suggested that fuchsia is the result of a deep state–like study tied to performance enhancements. Specifically, the color is easily visible against bright green turf, enabling players to easily spot their teammates for precision passes. But that theory fades fast when you realize many members of the opposing teams are wearing the same color. This might be why others claim the color is a marketing hook devised by brands trying to grab the attention of billions of soccer fans worldwide. Why choose run-of-the-mill black or white cleats when you can literally glow in fuchsia? That choice seems like a no-brainer. Still, a shout-out to marketers, if they made the call. There are other neon colors to choose from, but nothing as bold as hot, hot, hot pink, in my humble opinion.

My favorite color in this World Cup? Fuchsia, of course! Kudos to our industry for putting its best boots forward with an array of hot pink styles by Adidas, Nike, Skechers, New Balance, and Puma. These cleats are the talk of the world! The entire industry should take a bow for once again showing what we can achieve.

Much has been written about the fuchsia fad. Conspiracy theorists believe the rivals got together in advance and agreed on a tournament

Why? Soccer is the world’s most popular sport in terms of women’s participation and viewership. Fuchsia instantly catches the attention of millions of female players and fans. Cleats in Barbie pink seem like another no-brainer when it comes to generating a potential spike in sales. Market studies also indicate a growing preference for bold, gender-bending colors among men, from the top pros down to local club players. In a word, it’s about ego. Players want to stand out, and a pair of shocking pink cleats makes it happen.

The stars have aligned, and fuchsia cleats appear to be a winner. Of course, it could have been quite a different scenario. As one recent article noted, the decision to feature fuchsia might have stemmed from a May 2024 trend forecasting report by WGSN that predicted five key colors for 2026. First on the list was Transformative Teal. Personally, I don’t think teal has the same zeal or universal appeal. Power to the fuchsia—and the people!

Greg Dutter Editorial Director

Smooth as Silk

East meets West—and all donned their best—at fashion week in Tashkent, Uzbekistan.

THE ONLY DESTINATION FOR WESTERN & WORKWEAR

Curating the Best Brands in the Best Place

Dallas Apparel & Accessories Market

AUGUST 18 - 21, 2026 | OCTOBER 20 - 23, 2026

AETA International Trade Show

AUGUST 18 - 21, 2026

WESA’s International Western/English Apparel & Equipment Market

AUGUST 18 - 21, 2026

Cruise Control

The Atlanta Shoe Market continues its reign as the industry’s largest trade show, bar none.

IF THE ATLANTA SHOE Market (TASM) is anything, it’s consistent. The location, its size as the largest such show in North America spanning a breadth of approximately 1,800 brands, the opening night Cocktail Party & Casino Night, the NSRA morning seminar on the second day, and that evening’s WIFI cocktail party in the Retailers’ Lounge are all on tap again for next month’s Spring/Summer ’27 edition (Aug. 14-16) at the Cobb Convention Center. So is Laura O’Brien, the show director overseeing it all for 40-plus years and running. She is the driving force behind TASM’s format and unwavering commitment to make the show easy to shop and, above all, write orders.

“People come to Atlanta to do business,” O’Brien affirms, noting that the upcoming show was sold out of exhibit space by early March. “That’s how I built the show, because I never had a beach, casinos, or New York to sell. So I had to create the best writing show in the country, and that’s why they keep coming back—to write business. And over that time, the surrounding area has grown—like Truist Park, The Battery, and additional hotels and restaurants—it’s now a destination in itself.”

Perhaps further testament to TASM’s reliability is how the previous February show was smooth sailing despite the start of a massive $190 million renovation and expansion project of the newly christened Cobb Convention Center. It meant big alterations to the floorplan (led by moving the 20

meeting room exhibitors to the first floor of the adjacent Renaissance Waverly Hotel), a new registration area, and the daily luncheon shifting to the Kennesaw Room, also located on the first floor of the hotel. Aside from the walkway leading from The Battery hotels being out of commission, the changes went off without any noticeable disruptions.

“The meeting room exhibitors loved their new location—I think most want to stay there going forward,” reports O’Brien. “And the luncheon was in a better spot as many nearby exhibitors said it helped draw more traffic.”

Attendees at next month’s show can expect the same layout as the construction project isn’t expected to be completed until August ’27. This time, though, The Battery walkway will be back in service. “That threw some people for a loop, including me since they didn’t tell me until the day I arrived at the show to set up,” O’Brien says. “That’s just part of my job: making sure there aren’t any unfortunate surprises.”

On that note, O’Brien remains focused on creating a show that’s as consistent and seamless as always. That includes trying to be accommodating as possible for a sold-out space. There are currently more than 40 companies on the wait list. “I’ll have a little more room when everything is laid out, maybe 40 booths

LAURA’S ATLANTA LOVES

The city’s unofficial ambassador has 40-plus years’ worth of local knowledge. Trust her.

SEE: Truist Park The Braves are playing the Arizona Diamondbacks that weekend. It’s a beautiful stadium. Even on non-game days, The Battery features great restaurants, shops, and live entertainment—all just minutes from the Cobb Convention Center. Georgia Aquarium. One of the largest aquariums in the world and perfect if you’re looking for something that doesn’t require an entire day. World of Coca-Cola. It’s an Atlanta icon, and the international beverage tasting room is a hit. Ponce City Market & the BeltLine. If you have a few hours, this is one of my favorite places to experience Atlanta’s energy with great food, shopping, and public art.

EAT: Upscale: Canoe Beautiful riverside setting with exceptional American cuisine. Perfect for entertaining clients or a memorable dinner. Bones: One of Atlanta’s legendary steakhouses and consistently one of the best business dinner destinations in the city. Reliable and close to show:

worth, but that’s it,” she says, noting that she could have converted the Retailers’ Lounge into exhibit space but opted against the change. “I could have sold 10 more booth in that space, but consistency is key. People know what to expect, and they can plan in advance accordingly.”

In the meantime, O’Brien continues to do what she does best: serve as the hostess with the mostess of TASM. Neither massive construction projects nor industry disruptions stop her. She believes the show serves a vital purpose and, therefore, must go on. “Our industry needs to come to Atlanta,” she says. “It’s much more cost effective to come together in one place, and here you see more lines than anywhere else.”

Now, could TASM be bigger? Sure, but O’Brien doesn’t own a crystal ball. “Who knows what’s going to happen in our industry in a year or two? I’d rather have a waiting list than empty space,” she says, adding, “When the convention center is completed, it’s going to be state of the art. For now, though, this is a great home. We’ve built a sense of family; attendees love walking through our doors.” •

Pappasito’s Cantina. A longtime favorite just minutes from the Cobb Convention Center. Great Tex-Mex, generous portions, and always lively. Marietta Diner. Open late with an enormous menu. Ideal after a long day on the show floor. Local faves: Crispina Ristorante & Pizzeria This is absolutely my local favorite! Great Italian food, relaxed atmosphere, terrific wine selection, and minutes from the Cobb Convention Center. Superica. Fantastic Tex-Mex with a fun atmosphere at The Battery. South City Kitchen Buckhead Modern Southern cuisine that’s a favorite with locals.

DRINK: St. Julep Rooftop Bar (Kimpton Sylvan Hotel). One of Atlanta’s best rooftop views with outstanding cocktails. Garden & Gun Club. Sophisticated Southern atmosphere, excellent bourbon selection, and a true Atlanta favorite. The Garden Room Beautiful setting in Buckhead perfect for cocktails with clients.

Q&A

BY GREG DUTTER

TRUE BLUE

Aaron Atkinson, general manager/president of SureWerx Footwear, on being a one-stop resource for trade workers and why it’s a labor of love.

AARON ATKINSON works hard. On the day this interview took place, he carved out time early in the morning at the SureWerx Footwear headquarters in Portland, OR, because the rest of the day was booked solid. Atkinson wouldn’t spend it sitting behind a desk pouring over spreadsheets. While that’s definitely within his white-collar purview, he was headed to the warehouse. There, Atkinson would embrace his blue-collar roots, lacing up a pair of the company’s new Dickies work boots to help get goods shipped out on time alongside his crew. The bonus: an eight-hour shift on a concrete floor would put those “Austins” to the test for this product-obsessed exec.

Atkinson wouldn’t have it any other way. “I grew up true blue collar,” he says. It started at age 15, when he worked a summer roofing job for his dad’s construction company to buy a Schwinn bike. He quickly discovered he loved getting his hands dirty as well as the camaraderie of a crew and the sense of accomplishment that comes with getting a job done. So much so that he put college on hold and spent a few years pulling green chain in the Pacific Northwest sawmills, which involves taking lumber off the line and stacking it. “It’s the toughest job you could ever have, especially when it’s pouring rain,” he says, adding, “Those experiences made me who I am today.”

And who is Atkinson today? The embodiment of the ideal work footwear executive. If AI created a list of career requirements, it would read like his resume. He has a combination of white- and blue-collar skills and experience that speaks directly to the wants, concerns, and needs of factories, license partners, retailers, and consumers. Atkinson isn’t just a left-brain CPA who knows how to crunch numbers. (Actually, he is and does that as part of his job.) He also has a financial background across several industries (including fitness and consumer electronics) and extensive footwear industry experience (stints at Nike, LaCrosse/Danner, and Footwear Specialties Intl.). That, combined with working tough trade jobs, makes him uniquely qualified for his current role. He’s lived in Japan and has made more than 100 business trips to China. He’s well-versed on product, quality control, costs, and “getting the right product at the right time at the right cost.” Layer on Atkinson’s right brain art degree and love of sketching along with his genuine respect and admiration for trade workers, and it makes him an even more ideal fit.

Since SureWerx’s acquisition of Footwear Specialties Intl. in 2022, Atkinson

has been dialed in on growing Avenger and Nautilus as well as expanding the portfolio with the quick successive acquisitions of MegaComfort insoles and NEOS overshoe brands, and inking license deals with Airwalk, New Balance, and, most recently, Dickies. The portfolio addresses needs across the safety footwear market spectrum, including specific cold-weather climates in NEOS and the rapidly growing athletic-inspired crossover market, especially

popular with younger trade workers, in Airwalk and New Balance. Meanwhile, MegaComfort insoles, an over-the-counter upgrade brand, hits all demographics. And last but not least is Dickies. It’s as much a head-to-toe street fashion staple as an authentic work brand.

The portfolio is primed for growth, Atkinson says. SureWerx is backed by the private equity Partners Group, which provides the financial muscle to invest fully in the brands. What’s more, SureWerx is a head-to-toe, one-stop work resource, unlike most safety footwear competitors. The company’s tagline is “One partner. Many possibilities.”

“What I love about SureWerx is it’s a full PPE (personal protective equipment) company, and we’re the footwear solution,” Atkinson says. “SureWerx enables us structurally and strategy-wise to grow the brands to their fullest potential.”

The footwear brands have been doing just that. Sales of the division’s six brands are ahead of forecasts, while the early read on Dickies—debuting at next month’s Atlanta Shoe Market—looks very promising. Atkinson got a headstart on growing Avenger and Nautilus when he became president of Footwear Specialties Intl., owner of the brands, in 2017. (He missed the footwear industry so much that he left a C-suite position at a much bigger consumer electronics company, Wacom Technology Corp.) He saw untapped potential in both brands. They just needed some leadership, strategy, and direction. Under his guidance, sales doubled over five years, catching the attention of SureWerx.

Atkinson is like a kid in a candy store. He’s ensconced in the industry that he loves, surrounded by an array of powerful brands with huge growth potential, and catering to a customer base that he loves even more. In short, it’s a dream job. When asked what he is most hopeful for, Atkinson has a big picture perspective. “To change the narrative around skilled trades. Success doesn’t just come in one package, but the narrative around electricians, welders, mechanics, plumbers, etc. isn’t recognized and appreciated enough. Those professions can build a great life, and these people deserve to be celebrated.” In fact, Atkinson is proud to say his three children, all college educated, are currently employed in the trades—an HVAC technician, an electrician, and in construction, respectively. “It’s fabulous that trades are being more accepted and respected,” he says. “That’s what I’m most hopeful for, because this is what drives America.”

Thus, Atkinson’s focus on providing footwear that meets workers’ performance, comfort, and safety needs. It demands doing his job right. “I’m a finance guy, and I use those skills to help grow this business,” he says. “I have to lead our guys to a significant revenue target, but I’m also right by their side in our warehouse, supporting them in delivering our product.”

Q&A

The whatever-it-takes approach reflects a blend of Atkinson’ Nike pedigree, blue-collar roots, and white-collar skills. His energy is infectious despite tariffs and inflation that can demoralize the greatest of optimists. SureWerx isn’t immune to these factors, but Atkinson is proactive is getting around obstacles. Take his approach to sourcing, for example. The initial plan was to “de-risk” out of China over three years. It was done in six months. “One of our bigger successes last year was doing that,” he says. “Credit to our team, which is amazing.”

Perhaps Atkinson’s great asset is his right brain/ left brain balance. He’s strategic and creative. Sometimes the numbers guy and the dreamer butt heads, but things usually balance out for the best. “My true passion is on the creative side, but my analytics side keeps me in check,” he says. “I’m like my own auditor.”

His work is indeed a labor of love. “I want to be known for footwear,” he says. “It’s in my blood. If you’re a footwear guy, you know it, love it, and are typically in it forever.” Whenever Atkinson is at an airport, which is quite often, he doesn’t bother looking at people’s faces or flight info. “I’m staring at everybody’s feet, trying to understand who they are, what they’re wearing, what type of shoes they need, and how we can help them,” he says.

So, is the creative or analytical side in the driver’s seat right now?

It’s in balance. I always look at what are the best products, and then my immediate reaction is what’s the cost, the TAM (total addressable market), margin, inventory, net working capital requirements, etc. You can’t just be creative or analytical. You need both. For example, with New Balance, we initially underestimated demand, so we struggled a bit early on trying to keep up. I loved the product and the brand, but my analytics side overwrote myself and ordered less than I should have. Lesson learned. Airwalk is another example. My analytics side said that we shouldn’t be as big as we are now. Well, we’re significantly bigger because of the brand, the designs, and the comfort. I should’ve listened to my creative instincts more on that one.

Which brand has the most growth potential?

Well, you can’t bet against New Balance. I think it will continue to grow double and triple digits.

How did that deal come about?

New Balance is a dream brand of mine. I started working on the deal about three years ago. We came to them with a true understanding of industrial safety footwear. It’s a different customer base, and how you sell is different too. Although they did a really good job with product, it just wasn’t a part of their core competency. So it wasn’t a

big profit engine for them, and they decided to outsource it. Fortunately, we were able to get the U.S. business. Now we’re in the process of going into our fifth and sixth generations of designs, and the business has been phenomenal.

Who is the New Balance target customer?

There is some Gen X, but New Balance is the fastest-growing athletic brand, and it appeals to a broad audience that wants crossover athletic work styles. So it’s a lot of Gen Z and Millennials, as well. While there will always be a place for that traditional all-leather, heavy boot, growth expectations projecting out to 2030 is led by crossover styling. I expect New Balance to lead that category. We’re racing to keep up with demand. What’s more, New Balance is looking at interpreting some of its core styles for safety. So I think the brand will become even more relevant. We’re just scratching the surface of what that business could be.

Where does Airwalk sit within the portfolio?

I was already a huge Airwalk fan stretching back to its alternative skate era of the ’90s. I know it appeals to Gen X, but it also fits with younger generations. They’re looking for that crossover option. It looks like a sneaker, but it’s got technology built in, be it metatarsal guards, puncture resistance soles, and safety toes that don’t even look like they’re there. The fact is a lot of people working in construction, warehouses, and manufacturing plants simply refuse to wear a typical safety shoe, even though it’s best for them. So when they see shoes that don’t look like one, they’re sold. These aren’t bulbous, steel-toe safety boots that weighs five pounds apiece. Airwalks average less than a pound a shoe. And, to be honest, some younger customers don’t even know the Airwalk name and

history. They see a brand called “Airwalk,” and it comes across as comfort to them.

How is Airwalk performing?

Well, some on our board were a bit skeptical about its potential. I assured them that Airwalk would do well. Fortunately, we’ve been more than right. Airwalk has grown three times our expectations to date.

How did the Dickies deal come about?

Last September, VF Corp. announced that the brand would be sold to Blue Star Alliance. So I called the owner on a Saturday and by that Friday we had a long-term North American agreement to bring back Dickies work footwear in a grand way. We’re just as excited about Dickies growth potential as we are about New Balance. Obviously, the New Balance brand is unparalleled, but Dickies has a great heritage too. It’s been around for over a century. It’s growing in lifestyle credibility and is a tremendous work brand. Basically, we’re manufacturing authenticity. There’s a whole generation of workers who already know and trust the brand. It also resonates with younger consumers. We’re targeting consumers who want rugged, dependable, and, in my opinion, the best-looking footwear. Like I’ve said, I’m blue collar at my roots, and this brand is all about blue collar. It’s for tradespeople who get jobs done. I’ve spent a ton of time, sweat, blood, and energy on making sure Dickies will be relevant in the marketplace for the long term.

What has been the initial response from retailers to Dickies?

The early read has been overwhelmingly positive. Retailers understand the equity of Dickies as a head-to-toe brand as well as its authenticity. And we’re making sure the brand fits that authenticity with price points for workers of all ages. It’s a price point that most everybody can afford, ranging range from $69 to $160. I’m looking at all the final samples right now, and they’re amazing.

Dickies is a lifestyle brand as much as it’s a work brand, correct?

There are people in L.A. who wear Dickies as their wedding day attire. A lot of celebrities also wear Dickies. Teddy Swims is the latest, and Kendrick Lamar is another. One of my goals is to get Kendrick to wear our boots on stage.

Is it a market share battle primarily for growth in safety footwear, or is growing overall?

What I consider true work—construction, warehouse, utilities, manufacturing—is about $3 billion annually. Market analytics says that is projected to grow about six to seven percent

Q&A

per year on a CAGR. Meanwhile, the U.S. population is expected to grow about one percent, so it’s likely taking market share from everyday footwear. Meaning, individuals who need safety footwear want dual-purpose shoes to wear outside of work. Now when you look at our growth, specifically, which is much higher than organic rates, it’s also taking market share. That’s because we’re concentrating on three main aspects: performance-based athletic, crossover, and overall comfort. They are all big growth markets. Comfort is the number-one aspect consumers seek. It’s the first thing we discuss in product meetings, followed by design and price. Brand falls in into that equation as well, because there are a loyalty and equity factors. Today’s consumers are really smart. They know what they want. We’re just trying to be those choices.

Speaking of comfort, where does MegaComfort fit into the portfolio?

It’s mainly an over-the-counter add-on, although we do include it in some of our Avenger styles. The price range is $25 to $59. It’s a great product spanning anti-fatigue, diabetic, and puncture resistance models. The insoles can fit just about any shoe and make wearers more comfortable. That includes new thermal and cooling insoles, which are revolutionary in the market. We sell millions of pairs. MegaComfort has been a tremendous asset to us.

And NEOS?

We purchased NEOS from Rocky Brands two years

ago. To date, it’s been probably our best purchase. We’re supporting all of our Canadian partners as NEOS product is aimed at cold, icy conditions, and the brand is outperforming in that market. We’ve focused on adding capital and increasing inventory for the brand.

Might more brands join the portfolio?

We’re always looking at opportunities. But it would have to be a market segment that we don’t currently fill. It makes no sense to overlap brands. Also, our portfolio currently covers a broad spectrum and offers plenty of runway for further growth. We’ve already grown five times in size over the past four years, but I believe we have an opportunity to grow 20 times.

What advantages are there to being a head-tosafety company?

They’re huge. We’re literally the only company like this. Retailers can deal with one partner to fill their entire store. One invoice, one customer, and one partnership. It helps with pricing, margins, and operating efficiencies. It’s one-stop shopping.

How are tariffs, war, inflation, etc. impacting your business?

We’re all in the same boat. We just roll with the punches. Like we did when Covid hit. We never shut our doors. As for tariffs, when the rate hit 145 percent, we didn’t buy anything for a while because we couldn’t see a world that could or would pay that rate. Then it became higher fuel prices. Our large industrial customers and independent safety dealers are highly impacted by this. The share of wallet has changed greatly over the last six months. Paying more for everything takes away from consumers’ clothing budgets. Or it at least delays purchases. That uncertainty has been really frustrating for planning inventory. Retailers are waiting longer and buying less futures.

But you moved production out of China?

Pretty much, but we still have a very good manufacturing pipeline there. While a lot of companies moved to Cambodia and Vietnam, those factories have gotten a little bit overwhelmed. So I’ve made sure we’re dual sourced. For example, we’ve gotten spikes in New Balance demand, and we still have the Chinese team in place. Still, the tariff is about 32 percent now, which is super high. And Vietnam is about 23 percent, but it used to be 8.5 percent. Even if those tariffs are illegal, it’ll take many years to see a refund. And there are additional tariffs expected. Despite it all, we didn’t pass all the costs onto our customers. We had a nominal price increase. We’re working with

our manufacturing partners to control costs as best we can.

What’s your outlook for rest of the year?

We still have a very strong outlook. We expect significant growth, but it’s a month-to-month assessment. Normally, I’d be working on 2027 now. But if interest rates are raised…it’s just difficult to forecast how that might affect our business. In the meantime, we believe that we have the right brands, price points, and team in place to work through this. That entails working with our customers as genuine partners. We’re not just selling products. We’re selling solutions. We don’t want to just be a transaction. So, for example, we do a lot of marketing to assist with merchandising and sell-through. We want to align with our customers to help them grow.

How might AI help impact your business?

AI has already done a lot for us, and I think it

Q&A

will continue to do so. I use AI as a co-pilot, not an autopilot. It helps me make better decisions faster. I’m using it to forecast demand, understand consumer trends, and get better information quicker. It also helps accelerate our product development. But at the end of the day, our company is still built by people. That touch, that smell of products that makes judgments that turns those into actions still applies. As for AI’s impact on trades workers, I think it’ll elevate their importance. You’re not going to get AI to do plumbing repairs in your bathroom. But it’ll help those workers recognize opportunities from training and alignment perspectives to do their jobs faster and better. It’ll elevate them but not replace them.

What’s SureWerx’s biggest challenge and biggest opportunity?

I think they’re almost the same. Our biggest challenge is we have seven significant footwear

OFF THE CUFF

What are you reading? Shoe Dog. It’s a fabulous book. I worked at Nike for a long time, so I’m very familiar with the journey, the perseverance, the conviction. I’m still a huge fan. Nike will always have a deep connection in my life.

What’s the last movie you saw? Rounders. I’ve seen it probably 30 times. I love playing poker. As a CPA, I like taking calculated risks. Rounders is about strategy, discipline, risk, and decision-making. All those correlate to business, especially in safety footwear nowadays.

What’s inspiring you now? The men and women working in the trades—the warehouses, manufacturing plants, job sites, etc. Every day these people exhibit toughness, humility, and pride. They build communities, keep infrastructure running, and don’t ask for recognition. Blue collar is the heartbeat of America and who we are as humans. It’s what makes us better. That inspires me to create products that make their jobs safer and more comfortable. One of our mottos is to get tradespeople home to their families at the end of the day safe.

Who has had the greatest influence on you? I’ve had a lot of good influences, but the greatest is my wife. She’s been with me throughout my career—from a CPA to living in Japan working in the consumer electronics industry to starting at a small footwear company and now building it up as a part of SureWerx.

What keeps you awake at night? We’ve done a lot in a relatively short period of time. Over the past four years, we’ve gone from Avenger and Nautilus to adding Airwalk, NEOS, MegaComfort, New Balance, and Dickies. The enormity of all those brands and maintaining our core value competency with customers can feel daunting. We must continue to provide great service and make sure we get short-term wins while not growing too fast.

brands, along with 21 other PPE brands, to bring to market. They’re all growing aggressively across warehousing, landscaping, construction, heavy duty, and lifestyle. So the challenge is to not overwhelm customers with choice and, instead, give them the right product at the right time. It requires forethought on our side. We need to curate by customer. We also provide them with market research to make sure they aren’t missing out on potential opportunities. Like New Balance helping usher in a range of new colors. So helping our retailers is our biggest opportunity.

What do you love most about your job?

I don’t think many people get the opportunity that I have, which is to combine creativity, strategy, and relationships into one role. I meet directly with all our customers, and I spend a significant time on the creative side as well. I’m also constantly working on strategy. I love numbers and product, and this job allows me to do both. •

If you could live in another time period, when would it be? The ’70s and ’80s, for sure. It was a transitional time in footwear and business in general. Brands took big swings, and nobody took bigger swings than Nike—like its iconic partnership with Michael Jordan. That grassroots growth ability made it an amazing era.

What was your first-ever paying job? Working construction for my dad’s company. I loved it. It taught me discipline and a strong work ethic. It’s one of the reasons I have such respect for trade workers, and why I love this company. It’s why we strive every day to serve them through our brands, because I’ve been there, done that. I still feel like I’m that.

What is your favorite hometown memory? I grew up in Stayton, OR, which is about 5,000 people, and there’s nothing better than Friday night lights. Football and community. I wanted my kids to play organized sports to teach them teamwork. Becoming a pro athlete had nothing to do with it. I also believe that one of the most important aspects of life is to stay connected to your roots. Some of my deepest and fondest memories are of those nights.

What might people be surprised to know about you? I started my career as a CPA at Deloitte & Touche. I audited S&P 500 companies, worked on mergers and acquisitions, etc. Also, I have degrees in economics, accounting, and the one I’m proudest of, arts. I do a lot of drawing and sketching.

What would be the title of your life story, and who’d play you in the movie adaptation? Built to Last. I’m a tried-and-true team and brand builder. And I’d love for Kevin Costner to play me, especially if he played it similar to his Yellowstone role. That character is grounded, steady, and believes in teamwork.

What’s your motto? Stay humble, work hard, and leave things better than the way you found them. My other motto is delight the customer. If they’re happy, then they’re getting the support and products they need from us.

Our feet are not flat - they are all unique and full of beautiful curves & contours that connect us to the earth below. At täōs, we design from the ground up to support your feet and keep you moving through life.

The Dallas Difference

From viral cowboy boots to performance-driven workwear, the western category is evolving fast. This August, the Dallas Market Center is bringing together the brands, retailers, and trend insights shaping its next chapter.

By Ann Loynd Burton

EVERYWHERE FROM THE streets of Manhattan to the suburbs in California, the cool kids are wearing cowboy boots. In fact, western boots plus baggy jorts is the cool girl uniform this summer, according to TikTok. And as western brands continue to ride the wave—and expand the limits of the category—Dallas Market Center (DMC) is at the epicenter of it all.

“Dallas is the leading marketplace for western, workwear, and specialty footwear because we bring together the industry’s top brands and retailers in one centralized destination,” says Cindy Morris, DMC president and CEO. “No other market in North America offers the same breadth across these categories together with complementary categories that retailers want to include in their stores. Our permanent showrooms and temporary exhibits are all located near each other, which allows buyers to easily see, touch, and experience year-round innovation in comfort, durability, performance, and style.”

The timing and overlap of DMC’s major markets reinforces this reputation as a go-to resource. This August 18-21, the venue will host its Apparel & Accessories Market, KidsWorld, and WESA’s International Western/English Apparel & Equipment Market, plus the American Equestrian Trade Association (AETA)’s International Trade Show.

“Buyers tell us that they choose Dallas not only for the selection but because we are an easy destination and a one-stop sourcing marketplace,” says Amy Harper, the center’s EVP, marketing and retail development. “They save time, money, and get more done in Dallas.”

There’s also the appeal of the city itself. This is a big proponent for Twisted X, which has a permanent showroom at DMC. “It’s in such a central location that’s very easily accessible to the airport, and it’s convenient for Twisted X because it’s close to our office,” offers Vice President of Sales Jud Taylor. “It’s a clean venue that’s been upgraded tremendously, and all the best brands are there.”

“Dallas itself has long been a hub for high-quality western products and innovation in western fashion,” adds Laurie Grijalva, CMO for Boot Barn. “At DMC, we’re able to source the best mix of classic and contemporary collections for our customers across our 550-plus stores nationwide, from iconic western brands to emerging ones that are crafting a fresh and modern perspective on western wear.” For Grijalva, taking advantage of the breadth of brands and styles centered here is a crucial step to polishing the chain’s assortment, especially during what she calls “a creative and inspiring time at Boot Barn and in the western space at large.”

To capitalize on this momentum, this August’s

market will offer new buyer tours, a full-service buyer’s lounge, and receptions, plus evening runway fashion shows featuring the latest trends. Keep an eye out for new brands and collections, as well as the latest innovations in comfort, performance, and fashion footwear.

For Spring/Summer ’27, Grijalva has her eye on retro western, as well as a mix of Y2K style with classic western in what she calls a “bold, new expression.” DMC’s Harper cites a modern twist on Americana as well, along with a strong momentum toward comfort, versatile styling, and performance-driven design. “Rich textures, refined utility, and handcrafted details continue to shape both fashion and workwear categories,” she notes.

“Western wear is so classic at its foundation, and that’s what makes it feel timeless,” agrees Justin Brand’s Elizabeth Jackson, creative director of accessories and apparel. “That being said, I’m really excited about faded, soft, vintage-inspired color stories, texture taking priority over bold prints, and more relaxed proportions instead of stiff tailoring.”

At Twisted X, Taylor is glad the priority on comfort

remains strong as it “falls in our wheelhouse.” This August, the brand will debut 40 new styles that will be deliverable at the beginning of 2027, including a new Built in the USA collection and its lifestyle comfort highlighted by the recent “EZ On” line. WESA is a huge draw for Twisted X, he adds. “These are our people; we love the retailers that come here, and they’ve really brought us to where we are now,” Taylor says. “This is the show we circle on the calendar every year.”

It’s that kind of relationship-building that brings retailers back year after year for nearly 70 years. “We know that retailers need to make selections based upon their customers’ historic needs as well as anticipating trending products that will sell well,” Harper notes. “Although some of the discovery can take place online, there’s no substitute for the in-person experience of our markets. Feeling the product. Seeing the designs. Talking with knowledgeable brand reps.”

In addition to meeting in-person, Justin Brands’ Jackson adds that WESA is an opportunity to make the right connections. “Having a market that is truly dedicated to the western industry is so important,” she says. “You feel like the people you’re meeting really understand where our brands come from and the history behind them.”

Boot Barn’s Grijalva echoes that sentiment: “The DMC environment gives us a unique opportunity to connect with our partners. Our mission is to share a piece of the American spirit, one handshake at a time, and it’s especially meaningful for our expert team to meet and connect personally with the talented minds behind our latest collections.”

DMC is also a port in turbulent times, Harper says. It brings the industry together to work through economic uncertainty, shifting consumer preferences, and inventory pressures. DMC sees itself as a touchpoint. For example, when tariffs rose recently, it launched a “Stand with Main Street” campaign that unified voices to be heard by the government. “We’re very much an active member of our industry community and taking action to help,” she says.

Above all, participating in the Dallas markets helps attendees establish meaningful, long-term relationships. It’s a good crowd and a productive forum. “Dallas is a market where business gets done, and that’s the feedback we hear again and again,” Harper says. “That’s really the Dallas difference: Buyers can source across multiple categories and brands all under one roof while experiencing the latest trends and product innovations firsthand.” •

Style: Vista Velo

Description: A durable work style with the lightweight look and feel of a running shoe.

Features: Non-metallic carbon toe; ultra-breathable seamless knit upper; energy-returning insole for responsive comfort; heat-resistant rubber outsole.

Generation Next

Get the job done fast in youthful, athleticinspired styles pumped up with the latest safety and comfort features.

Brand: Helly Hansen

Style: Oslo Hiker Low

Description: A waterproof hiker and work shoe hybrid featuring metallic hardware and electrical hazard protection.

Features:Breathable Poured PU Footbed; HH AERO-STRIDE midsole foam for lightness and cushioning; HELLYGRIP Rubber; ASTM F2892-24-EH SR; molded toe and heel overlay; moisture-wicking and breathable lining; Helly Tech Waterproof Membrane; leather sourced from tanneries rated Silver or higher from the Leather Working Group.

Brand: Skechers

Style: Work After Burn M. Fit 2.0

Brand: Brunt

Style: The Ryng Low Comp Toe

Description: A lightweight technical work shoe crafted from an abrasion-resistant nylon-blended textile that adapts to the body’s natural movements. It possesses

Brand: Merrell

Style: Moab Speed 2 Work Boot

Description: The Moab Speed 2 pairs athletic hiker innovations with durable and safety aspects.

Features: Waterproof leather upper; protective and abrasion-resistant synthetic heel and toe cap; Comfortbase removable contoured footbed; molded nylon arch shank; FloatPro Foam midsole for lightweight comfort; oil- and slip-resistant sticky rubber outsole; carbon fiber safety toe protection rated ASTM F2413 I/C; EH protection meets ASTM safety standards; recycled laces, webbing, and mesh lining; Bellows tongue keeps out debris; half pair weight 1lbs-5.5oz.

Description: A slip-on work hiker that mixes outdoor style and durability with on-the-job comfort and convenience.

Features: Skechers Hands Free

Slip-ins for an easy fit; Heel Pillow holds foot securely; steel safety toe meets ASTM F2413 impact and compression standards; ASTM-F2413 EH rated footwear; Skechers Air-Cooled Memory Foam insole; sculpted shock-

Looks like a running shoe wears

Fresh Foam performance midsole ensures lightweight support, cushioning, and flexibility; ant-static; composite toe; and slipand heat-resistant outsole.

A durable leather work shoe with the look of a casual sneaker.

Features: Electrical hazard protection; slip- and heat-resistant outsole; Nano composite toe; nylon laces; mesh lining; Blend85 footbed made with 85 percent recycled foam; ecoTWEED lining made from recycled plastic

Features: EH protection; slip- and heat-resistant outsole; Nano composite toe; nylon laces; mesh lining; Blend85 footbed made with 85 percent recycled foam; ecoTWEED lining made from recycled plastic bottles.

July 28-30, 2026

The Horseshoe Event Center | Las Vegas, NV

FEATURED EVENTS

USRA's The Social

July 27, 2026 | 6:00 - 8:30 PM

Hakkasan Night Club (By Invitation Only)

Contact: Linda@USRAonline.org

Opening Night

July 28, 2026 | 5:30 PM Mix ‘n’ Mingle Happy Hour (immediately at close of show)

From Headwinds to Horizons Executive Panel

July 29, 2026 | 6:00 PM

A hosted cocktail hour featuring an interactive conversation with industry Executives leading their companies through the changing retail environment www.TheIRshow.com

Brand: Chippewa

Tried & True

Classic styles that never get old and are renewed with cutting-edge protection.

Style: Super Logger 9” Waterproof Insulated Steel Toe

Description: A logger crafted to endure the toughest conditions and keep feet dry, warm, and protected,

Features: Premium waterproof leather; Dri-Lex plus 400 grams 3M Thinsulate lining; steel toe; EH-, oil- and slip-resistant Vibram Tacoma TC4 Plus outsole; orthotic removable insole; Goodyear welt construction; triple ribbed steel shank; meets ASTM F2413 safety footwear standard.

Brand: Thorogood

Style: American Heritage 6” Tobacco Moc Toe

cap; podiatrist-designed Redback Rebound footbed for long-lasting support.

Brand: Georgia Boot

Style: GB00729

Description: A traditional work boot with modern technology. BOA Fit System allows for a micro-adjustable fit, and the Counter Lock heel stabilizer provides dependable structure and stability.

Features: Bond welt construction; carbon safety toe; heat-, abrasion-, and slip-resistant TPU/PU outsole with flex grooves; ASTM F2413 protective toe classification; high-performance mesh lining; AMP (Advanced Memory Polyurethane) insole; fiberglass shank; ASTM F2413 EH standard; full-grain waterproof leather upper.

Description: The classic work boot provides performance for on the job and looking good off the clock.

Features: Composite shank; MAXWear Wedge slip-resistant outsole; removable Ultimate Shock Absorption footbed; Poron cushion insole; Goodyear storm welt construction; roomy moc toe and tobacco oiltanned leather allows feet to breathe; made in USA.

Brand: Red Wing

Style: King Toe 6” Waterproof Safety Toe Boot

Description: Simple yet reliable, this work boot features a non-metallic safety toe with 44 percent more room than standard styles.

Features: Oil/gas-, chemical- and abrasion-resistant TPU/PU Galaxy outsole; ASTM F2413-24, I/C, EH; waterproof and waxed leather upper; direct attach construction; nylon covered PU footbed; Texon comfort insole.

Brand: Danner

Style: Ground Control 6”

Description: Versatile all-around work boot.

Features: Waterproof Danner Dry full-grain leather upper; electrical hazard-rated, oiland slip-resistant DuraGrip outsole; ASTM F2892-24 EH SR; EVA footbed.

The IR Show is Dealing

Las Vegas sets the table for the largest shoe show west of the Rockies.

IT’S ALWAYS SUNNY in Las Vegas. At least the odds are hugely in favor of that forecast, especially when The IR Show takes place this July 28-30 at The Horseshoe Event Center.

Gary Hauss, show director, reports that exhibitor attendance is up over the previous two editions, including a “slew” of new vendors. Retail attendance is also ahead of previous shows with the goal of cracking the from 30 states bar well within reach. He attributes the momentum, in part, to IR’s overall good buzz.

“Attendees keep hearing great things about the show—the costs, the easy-to-shop layout under one roof, and the location, which is easy to get to and offers lots of great things to see and do,” Hauss says. There’s also the current state of the economy that is playing a role, he adds. (Think sky-high fuel prices.) “Attending our show is actually more economical for many reps than trying to see accounts individually,” he says. “Our show is a much less expensive way to do that, and for the West Coast, there really isn’t another show where retailers can see these many brands (about 145 as of press time) under one roof.”

Las Vegas is also the ace up IR’s sleeve, according to Hauss. Since the shift from San Diego in early 2024, the show has grown in attendance as well as settled into its new home. “The convenience of Vegas. The affordability of the hotels and the excitement the city offers—there’s plenty to do after business,” Hauss says, adding there’s something for everyone. “Vegas offers the cheapest of cheap

to the priciest—it depends on what you want. It’s all available. No other city gives you such a variety of hotel choices.”

As for the show, Hauss says it kicks off with a USRA-hosted party the night before the first day at Hakkasan Nightclub at the MGM Grand with appetizers and cocktails. It’s free for registered retailers who sign up in advance until it sells out. Then it’s $250 a ticket. “It’s a great way for vendors and retailers to kick off the show,” he says.

The party atmosphere continues with the show’s first day wrapping up with a free cocktail party for all attendees and the second night’s Conversations Over Cocktails, this time featuring Clarks’ Gary Champion, TJ Kelly of Birkenstock, Sam Spears of Ara North America, and Shawn O’Neill of Comfort One Shoes. “We decided to mix this one up a bit because the last one with Troy Dempsey of The Heel Shoe Fitters would be such a tough act to follow,” Hauss explains. “It’ll be a roundtable format. A light-hearted discussion about staying positive and how to power through headwinds. At the end, we’ll leave some time for a Q&A with the audience.”

GARY’S GO-TOS IN SIN CITY

As for the actual business at-hand; i.e. writing orders, Hauss points to IR’s timing and format as unique attributes. First off is the July timing, which serves as a better fit in the buying cycle for many exhibitors as well as providing an early read for The Atlanta Shoe Market held about two weeks later. “Retailers can get a lot done at IR and then follow up in Atlanta, if necessary, as well as shop other brands there,” he says. “Retailers like the balance, because it’s impossible to get it all done in Atlanta.” Hauss adds that IR is purposely not scheduled to fall on weekends, which has been a request of many attendees. “People prefer to spend time with their families on weekends. We’re all about making the show easier for our attendees in every aspect possible.”

Easy to get to. Easy to shop. Good timing. Good company. Great entertainment. And, last but not all, free first day lunch (second day is $25) and free show floor treats—like popcorn, ice cream, and cookies. Hauss’ overall approach to building IR follows the KISS method. Unlike many former trade shows that ran off the rails due to self-induced miscues and, to be honest, arrogance and greed, staying focused on the wants, needs, and concerns of vendors and retailers is a wise strategy.

At least that’s how Hauss sees it. Hence, his steady growth approach to what is a much grander dream. “The day IR is what WSA once was is what I’ve always envisioned,” he says, noting that it’s still several years away. The next step is moving IR to the Las Vegas Convention Center next July. Call it a trial run. “I’ve got plenty of time to build this show, and I’m doing it for the industry that I love,” Hauss says. “We’re so easy to shop; you don’t have to just rely on appointments. Everybody sees everybody. And we try hard to make it more fun than a typical show.” •

EAT: The Bedford by Martha Stuart, Paris Hotel; Carbone Riviera, Bellagio; Mother Wolf, Fontainebleau; Toca Madera, The Shops at Crystals; Boa Steakhouse, Venetian Hotel; Gymkhana, Aria.

DRINK: Skyfall Panoramic Bar & Lounge, W Hotel; Vanderpump à Paris, Paris Hotel; The Chandelier, Cosmopolitan; The Pinky Ring by Bruno Mars, Bellagio.

SEE: The Mob Museum. Housed in Downtown Vegas’ federal courthouse, the museum features four floors and hundreds of mafia artifacts as well as a live simulation to test your law enforcement skills and a crime lab. The basement is home to The Underground, a 1920s speakeasy. The Wizard of Oz at Sphere. A 160,000-square-foot dome so the yellow brick road wraps around you, Judy Garland’s voice booms through 167,000 speakers, and a tornado scene where you feel wind thanks to haptic seats and environmental effects.

GATHER YE ROSEBUDS

Steven Mahoney, senior vice president of sales for Samual Hubbard, looks back on the road of life and how it all leads happily to here.

DEAR 24-YEAR-OLD STEVEN…Jackpot! Bob Infantino, head of Clarks Companies NA, rescues you from your mall-based job at Overland Trading Co. in Natick, MA. You’ve already logged 10 years selling shoes— starting at a local Kinney Shoes and then for stores on Newbury Street while majoring in English at Boston College. You love the shoe biz, but aren’t sure where the selling floor might lead.

Fortunately, Bob, an industry legend and mentor, believes your upbeat personality is a perfect fit for sales rep. So it’s off to Puerto Rico, where it’s sunny, warm, and the mojitos are delicious! You love being a Clarks tech rep. It marks the beginning of a lifelong career in footwear—one that will define almost every aspect of who you become professionally and personally. It’s a long, strange trip filled with ups, downs, laughs, loves, and travel around the world. Looking into the 2026 rear view mirror, it’s been a great ride! Pretty sure it beats that childhood dream of becoming a TV weatherman.

Indeed, the first industry you ever work in is the one you never leave. Bob saw that career potential in you early on, despite the fact that you aren’t as responsible as you should be in your young adult days, be it finances and self-care. So here’s some helpful advice: address those issues then. You’ll thank yourself later.

Business travel for Clarks is a blast! It’s nearly every state, most of Europe, Japan, Taiwan, and at least 15 trips to China. Taormina, Italy, is tops on your list, but a close second is Ljubljana, Slovenia. Along the way, you learn tons about cultures and the industry, even if you don’t fully realize it at the time. Don’t worry, it’s all sinking in, which shapes how you see people, the world, and yourself. You’re gathering, as they say.

tightknit network. Everyone knows everyone. So don’t burn bridges. Your reputation is your calling card. It’s how you, in 2022, land at Samuel Hubbard. Founder Bruce Katz, who previously cofounded the Rockport Shoe Company, passes away suddenly. Bob, a lifelong friend and Rockport alum, asks you to join him at Samuel Hubbard to oversee sales while he oversees product. It’s a dream job! Your 42 years of experience gel nicely. You finally have a hand in all aspects of brand building. Samuel Hubbard possesses all the necessary ingredients for success: great product; talented, kind, and smart people; and a compelling brand story that you can build on. In a world now filled with venture capital-owned companies, misleading marketing, and subpar product, Samuel Hubbard is authentic. So long as we do right by our retailers— business done the “oldfashioned” way—we’ll build something special. Just be as great a partner as there is.

Family matters most to Steve Mahoney.

Of course, the road of life isn’t linear. In 2017, for example, you choose growth over comfort, leaving Clarks to become senior vice president of sales for Earth Shoes. While the results aren’t ideal—to be perfectly honest, they’re mostly awful—it’s still worth it. You see the worst and best in people. Chalk it up to another learning experience, as well as realizing how good you had it working with Bob. There are no coincidences.

That goes for Brianne, your heart and soulmate. You meet at a Clarks event in 2014. The connection is immediate, even if you’ve always thought those lightning bolt moments are unrequited lovers’ lore! But you now have two beautiful children, Lucas, 7, and Hallie, 4! Family is all that matters; everything else plays a supporting role. I won’t go into detail about raising kids as it’s best experienced in the moment. Until then, enjoy staying out late, sleeping in even later, and nights when your only responsibility is yourself. You’ll miss those pre-parenting days from time to time, but they’ll never trump family.

On that note, the footwear industry is like one big extended family. For an industry that essentially serves eight billion people, it’s quite a

You always have confidence and competence, but as time passes you learn they need to be in balance. You need a blend of brains, determination, drive, chutzpah, and experience to succeed. Still, your faith in people will be challenged at times. Don’t waste time on fools. Fortunately, for your sake, you always end up on the side of hope. It’s a rejuvenating and sustaining quality. Embrace it. Also, always trust your accurate instincts about people. That’s a salesman’s sixth sense.

As the famous Sinatra song goes: “Regrets, I had a few/But then again too few to mention,” changing this decision or that outcome isn’t worth it. That’s life: an accumulation of experiences that lead to where and who you are now. Regrets are a waste of precious time. Just try to fix what’s broken rather than run from problems. As our muse Billy Joel sings: “And as we stand upon the ledges of our lives/With our respective similarities/It’s either sadness or euphoria.” Always choose the latter.

On that note, here’s some more life wisdoms. • Nothing is better than ice cream. • People on airplanes drink odd amounts of tomato juice. • No one beats Prince in concert. • Shoepeople are the best! • Everyone needs to lighten up. • Unfunny people are insufferable. • Cold over hot lobster rolls, assuming the bun is buttered and grilled. • Anyone who says they hate Vegas is either boring or lying. • NYC is always awesome. • Beach over pool. • It’s Seinfeld then all other shows. • Older people are worth your investment of time. • It’s good to know a lot about everything, but bad to know everything about anything. • The right thing is almost never the easy thing. • Be honest and show up on time. • Laugh at good jokes. • And to all those still reading, buy Samuel Hubbard shoes!

All Black slip-ons with kid leather uppers and synthetic rubber outsoles. Opposite page, clockwise from top left: Camper retro tennie with organic cotton laces, nylon/suede upper, and recycled PET linings; suede sneaker with leather insole and lightweight rubber sole by Ecco; Gola plimsoll with suede toe bumper; two-inch court platform and fully padded microfiber removable insole by Bos. & Co.; Florsheim tennis shoe with burnished leather upper and cushioned removable footbed; Skechers slip-on sneaker with stretch laces and quilted CozyFit duraleather and suede upper.

Canvas tennies with ultra-lightweight EVA outsoles and hidden elastic gores by Toms

Opposite page: court sneakers with removable footbeds and padded tongues and collars by Johnston & Murphy

4CCCCEES court-inspired trainers with EVA foam platforms and slip-resistant rubber outsole patches. Opposite page: Patrizia court sneakers with cushioned insoles and TPR outsoles.

Photography: Trevett McCandliss; styling: Mariah Walker/Art Department; fashion editor: Kiernan McCormick; models: Julia Mandirola/Fenton Model Mgmt., Oleksii Ivanenko/Crawford Models; hair and makeup: Nevio Ragazzini/Next Artists; photo assistant: Raymond Collette; styling and photo assistants: Nellyfer Espinoza and Jamie Wtorkowski.

Vernon Powell Shoes

Salisbury, MD, and Rehoboth Beach, DE

ERNON POWELL SHOES is celebrating its 90th anniversary! Fourthgeneration owners, Joe Wright and Stacie Dees, have taken the reins from their father, Phil Wright, after his nearly 60-year run at the helm.

The Salisbury location and resort outpost in Rehoboth Beach feature leading athletic, comfort, dress, and work brands. Layered on that is an experienced staff, including board-certified pedorthists to help customers alleviate discomfort through orthotics, insoles, and therapeutic shoes.

Joe attributes the staying power to flexibility and consistency. “Our ability to adapt to the ever-changing retail world while maintaining our core values of providing friendly, professional service has sustained us,” he says. “We’ve expanded, contracted, consolidated, and reinvented several times over the past 90 years.”

Top-selling brands? Hoka, Brooks, SAS, and Vionic. Athletic and athletic-inspired is our strongest category.

Best new brand added recently? Mount to Coast.

Best-selling accessories? Apparel from Lululemon and Marsh Wear, Aetrex insoles, and Enewton jewelry.

Any 250th anniversary of America plans? We have a ton of red, white and blue limited-edition accessories, like Yeti coolers and drinkware, Turtlebox speakers, Bogg Bags, Kendra Scott jewelry, and quite a bit more.

How important is summer to your business? December, actually, is by far our biggest month and accounts for almost 20 percent of annual sales.

Is scheduling altered during winter? We maintain the same hours and keep most of our staff year-round. We close at 6 p.m. Monday-Thursday, so we’re missing some sales. Since 2020, though, we’ve prioritized our staff’s quality of life over chasing those extra sales. We’ve been able to retain more of our team because our hours are better than most stores in the area.

What makes Vernon Powell unique? We carry over 200 brands, so we have the feel of a department store, but with much better service. You can buy running, Euro comfort, fashionable athletic, and work shoes;

Biggest challenge? A return to convenience shopping on DTC and third-party sites. To overcome this, we’re ramping up our repeat purchase marketing efforts by reaching out to customers at optimal times to remind them they might need a new pair of shoes.

Which is more difficult: high inflation or DTC sites? Definitely DTC sites. We’re not getting a ton of pushback on prices, but we do lose sales when vendors run promotions on their sites. My biggest complaint is that most don’t notify us in advance of these promotions. Our reps are almost never notified, either. We find out when customers ask about it. If we knew in advance, we could take advantage of the opportunity and sell more pairs.

Fastest growing customer segment? Fifty-plus customers searching for comfortable walking and running shoes. To address this, we’ve expanded our existing vendor offerings and added Mount to Coast and Topo Athletic. We also brought back Mizuno.

Best way to market to customers? I’m a true believer in direct mail. Not everyone reads emails or pays attention to social channels. However, everyone has to take the mail out of their mailbox. We offer a loyalty program which requires address collection, and it allows us to promote our store events as well as our semiannual seasonal catalogs. Our text club is also extremely effective but we’re still building that list.

Leading community outreach efforts? We donate to over 250 charities and organizations. We allocate the most to local running events, like the Salisbury Zoo Stampede, Salisbury Marathon, Dogfish Dash, and Seashore Striders Summer Racing Series.

How’s business this year? Rehoboth started out poor and Salisbury fair, but it has since flipped. We’re slightly up in Rehoboth and less than a percent down in Salisbury. With all the negative things I hear, I’m thankful to be holding our own.

Smartest decision you’ve made this past year? Adding another person to our marketing team. This allowed us to expand our social and digital efforts. Our customer engagement has increased substantially, and it’s helped drive traffic to our in-store events.

What are your goals for the rest of this year? We’re locked in on promoting our 90th anniversary this fall. We’re planning three months of social media posts, vendor and store events, and anniversary parties.

What are you most proud of business-wise? How many tenured employees we have. Many have been around much longer than me—over 30 years—and we continue to layer in another generation. It’s a testament to what my father continued from his father. I like to think my sister and I are continuing to build on that success.

The best way to retain employees? Treat them like family. We’re accommodating and limit the amount of pressure and demands on a daily basis. We pay fairly and we’re flexible when life events happen.

Advice for retailers? Make big statements in your stores, even if they’re embellished. Today, customers see all the options available to them. If they aren’t wowed, they’ll likely walk out. So merchandise assortments to look like a big selection, even if it’s just three pairs of red sandals. Make a big splash with accessories as well. It’s an add-on opportunity and creates another reason for customers to shop. Increased visits are critical for success today.

What do you love most about retailing? Every day is different. A typical day might entail financial tasks, marketing, HR, vendor meetings, installing a new display. Occasionally, I run the register. I’m also in charge of unclogging toilets—possibly my best skill.

WEAR THE ART. OWN THE LOOK.

SS | 2027 COLLECTION

NORTHWEST SHOE TRAVELERS

July 21-22

Saint Paul RiverCentre St. Paul, MN

Booth 316-318

THE IR SHOW

July 28-30

Horseshoe Event Center

Las Vegas, NV Booth 614-620

Drivers Wanted

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1936 Boutique Shoes

Aetrex

Agatha Ruiz

Alegria

Amie Rafa

Andre Assous

Ara Shoes

Asportuguesas

Atom

Ayelet by Naot

Beberlis

Biomechanics

Birkenstock

Bos & Co

Bussola

Caminito Shoes

Camper

Camper Kids

Chelsea Crew

Children Chic

Chocolate Blu

Cienta

Clarks

Cougar

Django & Juliette

Dorking

Drew Shoe

ECCO

Falcotto

Famolare

Finn Comfort

Flower Mountain

Fluchos

Fly London

Footmates

Forty Fifteen

French Sole

Froddo

Gabor

Garvalin

Igor

Jolee Shoes

Koko & Palenki

Munro

Mykos

Naot

Native Shoes

Natural World

Naturino

NeroGiardini

Old Soles

Oomphies

Pablosky

Perroquet

Pikolinos

Reima

RICOSTA

Robeez

Ros Hommerson

Salvia

SAS

Sesto Meucci

Skechers

Slip Free

Softinos

Sweet Petite

THINK

Tsukihoshi

UNIQ

Valdini

Vaneli

Victoria Shoes

Victoria Shoes Kids

Vionic

Wheat

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