11 Jan Vida Shoes Launches JSport Footwear Brand
Vida Shoes International Inc., the New York City-based owner of Jambu footwear, launched JSport, a new proprietary label and addition to its family of global and domestic footwear brands.
Led by General Manager David Jonah, JSport joins sister brands Jambu and JBU as part of the company’s Adventure Brand Group. Together, the trifecta of brands captures the bold outdoor/indoor tech-fashion lifestyle with more design, comfort and textile options to cater to specific target demographic and distribution channels.
“Fashion-centric, comfortable and price conscious, we envision JSport as the brand of choice for the ever-active and powerful millennial consumer,” said Vida Group Vice President Gabe Safdeye. “We see a gap in the marketplace that JSport styling can fill, while also serving as another asset to the explosive growth we’ve enjoyed with the Jambu and JBU Adventure labels.”
For Spring ’16, JSport debuts simple, sport-driven styles in vibrant color palettes and sustainable designs for women, men and kids – all at family friendly price points to encourage +1 purchasing. Seasonal lines will offer multi-tasking “hero” shoes and boots for “family weekend warriors,” trekking from work to play, day or night, in all climates.