Shoe Brands Lean Into April Fools

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It's April Fools Day and shoe brands are getting in on all the jokes. Plus, we take a look at how Academy Sports is prioritizing footwear in its new store designs and how Justin Boots has become the official boot of Texas Rangers MLB team.

Here's what you need to know.

Zappos, Adidas, Ugg and More Are Pranking Consumers for April Fools Day

In the spirit of April Fools Day, shoe brands are taking advantage of the marketing opportunity with jokes and fake product launches to dupe consumers.

Here are some examples:

• Adidas touted The Box Shoe: a blue Adidas box tipped upside down, lid to the earth, for people to put their feet in. It features a cut-out with flap to form an opening and tongue and laces stitched onto the remaining surface area above foot, completing what is obviously a joke.
• Ugg promoted a bed in the shape of a giant Tasman slipper on Instagram.
• Zappos teased a new line of “Soleful Scents,” a candle collection meant to smell like worn athletic shoes. The “candles” were said to be made from melted rubber from used shoes from brands like Brooks, Hoka, Asics and Crocs.

Read more about how brands capitalized on this marketing moment, here.

How Academy Sports Is Prioritizing Footwear in Its New Store Designs

As Academy Sports + Outdoors leans into a robust store expansion plan, the company is prioritizing footwear as a key growth avenue in stores.

The sporting goods retailer recently announced that it plans to open between 160 and 180 stores over the next five years, up from a plan issued last April that outlined a strategy for 120 to 140 stores in that time frame. These new openings — as well as other new stores that have launched since 2022 — feature a new design layout that emphasizes the chain’s broad footwear assortment.

According to Academy’s chief merchandising officer Matt McCabe, footwear is now typically featured in the back of an Academy store with a large center aisle that is visible to customers when they enter. The footwear section itself features shelving units of varying heights to feature different brands more effectively as well mannequins to help tell different brand stories.

For example, Academy partnered with Adidas to create small “soccer shops” that feature cleats and has worked with Nike and Brooks to showcase their strong selection in the fast-growing category of performance running.

“We’ve also set up free standing fixtures that we didn’t have in the past with brands like Hey Dude to draw attention to trending categories like theirs,” McCabe added.

Justin Boots Is Now Official Boot of Texas Rangers MLB Team as the Western Market Heats Up

Western footwear brand Justin Boots has inked a new partnership deal with the Texas Rangers Major League Baseball team.

According to the Fort Worth, Texas-based shoe company, it will serve as the MLB team’s official boot. As the Texas Rangers gear up for the season, fans can expect to see Justin Boots represented both on and off the field.

As part of the partnership, Justin Boots will introduce the “Give ‘Em The Boot” activation that will take place at each regular season home game. When the opposing team switches pitchers mid-game, Justin’s “Give ‘Em The Boot” promotion will take center stage and fans will have a chance to win a free pair of boots. This opportunity rewards fans for their support while highlighting the partnership between Justin and the Rangers, the company said.

Zoom out: This partnership couldn’t come at a better time for the western market. Cowboy boots, hats and denim have been among the top-selling fashion trends for a few years.

Need more shoe news?

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• This Texas Boot Brand Gets the Ultimate Boost From Beyoncé in Her New ‘Cowboy Carter’ Album
• Represent, the British Sneaker and Streetwear Label, Opens Very First Store

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