etnies Takes Manhattan
etnies Takes Manhattan
Footwear brand's 20-year celebration leaves an impression.
By Rob Brink
TransWorld Business June 2006
Skateboarding moves at a hummingbird's pace trends come and go, people and companies age in dog years, and twenty years of anything in skateboarding is a hell of a long time. “Longevity confirms ability” is what some say. In this case, twenty years of etnies shoes means two decades of impeccable skateboarding footwear—not to mention team riders, a classic video and respect in the skateboarding and action sports industry, culture and community, because skateboarding will chew you up and spit you out if you aren't legit—and that's a fact.
In celebration of 20 years, etnies decided to throw a week's worth of events at their brand spankin' new four-floor showroom in SoHo, Manhattan, on 29 Greene Street. And it was the unveiling of the etnies Soles of Fame and VIP luncheon that set it all off.
Each year, etnies will decide who of its pros will be honored with the distinction of a footprint and pro model sole imprint cast in concrete to be displayed in the showroom permanently. etnies' owner Pierre Andre Senizergues, Arto Saari, Ryan Sheckler and Elissa Steamer were all part of the inaugural group. The basement-museum was filled with media, industry, retailers, friends and the like, who all witnessed Pierre's speech and his feet plunging into the ‘crete.
“We are proud to have built our new etnies showroom to reflect and merge the skateboarding spirit and street culture in New York,” said Pierre Andre Senizergues, owner and CEO of etnies. “As we mark our 20 year anniversary and permanent presence in New York, this space is for our retailers and media to check out the upcoming season's product and enjoy our rooftop mini ramp.”
The next, and main event was the etnies 20 year anniversary party. It didn't take long for 800-plus people to pack the showroom's four floors to the gills, the rooftop mini ramp session lasted for hours, attendees ogled at the limited edition NYC Rap Hi-Tops and skate decks, as well as a graffiti mural by renowned artist Jon One and the etnies museum and timeline. The open bar wells on all levels ran dry (and not for any lack of stocking them) the music was loud, there were shenanigans, pissed off neighbors, the cops came, and the party moved on to 80's night at SOHO 323. From media to industry influencers to retailers, showed up at to get down—including: pro skateboarders Arto Saari, Ryan Sheckler, Ronnie Creager, Kyle Leeper, Eric Fletcher, Elissa Steamer, Lauren Perkins and Evelein Bouilliart; pro snowboarders Benji Ritchie, Tyler Lepore, Leanne Pelosi and Alexis Waite; pro surfers Keith Malloy and Mary Osborne; pro BMXers Jamie Bestwick, Mike Escamilla and Garrett Byrnes; pro motocross riders Brian Deegan and Tarah Gieger.
The final event was a team autograph signing, open to the public and, despite some harsh weather, an impromptu skate shop tour around New York followed the signing, where retailers like Blades, Autumn and KCDC were blessed with surprise visits from the likes of Kyle Leeper, Eric Fletcher, Arto Saari, Elissa Steamer, Lauren Perkins and more. Yes indeed, etnies took on New York City with style, kicked it off with a bang and is there to stay.
“Finally two weeks later my hangover is gone and sorry to anyone I pissed off that night, but from what I heard I had a really good time,” said Don Brown, senior VP of marketing for etnies. “I can't wait for the even-bigger etnies celebration in Paris this summer with the entire etnies family. 20 years for anything to last in this world is impressive and for us this is just the beginning of bigger things to come—I just hope my liver can get through it all.”
This was the first of three parties as stated by the etnies 20 year mantra—“Three cities, two decades, one ride.” One city down, two more to go:
- Paris, France —œ June 12, 2006
- Lake Forest, Calif. —œ October 21, 2006
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