A number of media faux pas (literally false steps) were made recently at the Footwear News Achievement Awards in New York City.
Photo Courtesy of: HIGHSNOBIETY
Winning the Retailer of the Year award, Ronnie Fieg, a New York footwear and clothing designer had “no comment” when asked about his collaboration with New Balance, the brand that “put its foot in it” in November. Their spokesperson seemed to endorse President-elect Donald J. Trump and the comment prompted shoe burning and trashing by its young customers. The moral, know your audience.
“I’m not going to speak on that,” I don’t get political,” Mr. Fieg said. Media coaching would have helped him be more positive about his sponsor.
Cuba Gooding Jr., the actor, was more prepared for the media, putting brands in a positive light. Given that the Shoe of the Year was a sneaker, he was asked whether he was a sneaker man.
“No, but I used to be,” he said. “I used to be a breakdancer back in the ’80s, and you weren’t worth your weight unless you wore Converse high-tops.” Now, however, he’s all about the work boot. “I live in my Blundstones,” he said. “I have eight pairs. They’re all black.”
And the whole point of having a celebrity spokesperson is, well, that she is a spokesperson. Rihanna, who received the Shoe of the Year award for her collaborative project with Puma, the Creeper (above) refused interviews. That put the shoe on the other foot for Puma’s Director of Brand and Marketing who offered glowing reviews of the singer-cum-designer, noting that the partnership had cast the brand in a new light.
But one attendee, the Icon Award winner, Iris Apfel, 95 (interior and fashion designer and business woman) left a footprint of levity on the evening’s festivities.
Stepping up to the stage with the help of Michael Atmore, the editorial director of Footwear News, and another younger man, she noted: “It’s nice to be old and have two pieces of beefcake escort you … whomever they voted for.”