I stopped by Ipath’s new sales and marketing offices in Encinitas, Calif. and also spoke with Ipath’s new President Tom McGee.
Tom has an extensive 20-year background in footwear. He has worked with brands like Nike, Adidas, Converse, and Timberland, mostly in a product marketing capacity.
Tom McGeeIn 2009, Tom co-founded KLONELAB, a New England based branding and licensing house that is also the global licensing partner for New Balance Sandals and most recently New Balance Golf Shoes. KLONELAB purchased the Ipath brand from Timberland in January of 2011.
In addition to maintaining his position as the CEO of KLONELAB, Tom recently took the role of Ipath President in June.
Tom shared how his background in footwear marketing is helping to drive the brand’s new growth and direction as well as its new image.
Some things you won’t see in Ipath’s most recent catalogs are hemp products or Rasta imagery, he said.
Since you purchased Ipath, there have been a quite a few changes. Can you talk about them?
When we purchased the brand, we felt we were getting one of the top brand names in active youth culture. The brand had never been taken down channel and always stood for premium lifestyle footwear. One of the first key initiatives was to update the look and feel of the product and to make it more youthful. The second task was to re-introduce it as a premium player in the action youth market.
Some Ipath stylesThe second goal required us to share our new vision for the brand, which was the “Search and Enjoy” message that we wanted to tell. “Search and Enjoy” represents the endless search we all have for the perfect ride as it relates to all board sports and life in general.
It is really the promotion of getting off of your couch and un-plugging and getting outside to skate, surf or snowboard. In reality, this is merely an extension of the original DNA of the brand, which was to “Follow Your Path.”
Have you guys grown in the last year?
Our bookings are up 45%, and we have opened over 60 new accounts in core skate, as well as quite a few snow and surf accounts, with Southern and Northern California representing the most growth.
I do think like all small brands we continue to have our challenges, but I think the reception to the new direction, product and brand messaging has been very well received.
See Page 2 for more about the change in Ipath’s direction
What are the biggest strategy changes you have made with the brand?
The biggest strategy has been our expansion into surf and snow and a renewed focus on core skate shops.
An after snow boot from IpathWe continue to offer premium products and have made a focused attempt at creating styles for a younger consumer within the active youth culture. While we have an authentic heritage in skateboarding, our expansion into surf and snow has not been forced, but done in a way that is authentic and respectful to our past.
We see big growth in the kids market down the road and will be looking into that business in the next few years.
Is Ipath still going after the eco-friendly market?
We are investing in doing socially responsible things with our products, but not actively from a marketing standpoint. The consumer expects that you are going to do the right thing and choose the best practice, and our relationship with New Balance has allowed us to use those same practices with IPath.
The Coastal Dweller Collection
We are still engaging in socially responsible business practices like using organic cotton and organic based glues to make our products. We have quite a few vegan shoes in our line.
We’re making a marketing push toward creating and working with foundations and socially responsible nonprofits and focusing on volunteerism. We’re going out with a different marketing message.
When Complex Magazine put Ipath in its top 25 footwear brands list and said, “Finally Ipath realizes their shoes aren’t just for dirty hippies anymore.” Did that hit home?
Yes (laughing). You are not going to see 420 signs or pot imagery on T’s anymore. The new manifesto is to spread positivity, and to encourage others to leave the world a better place.
If you are someone who is looking for the next wave, the next secret spot, and you are sleeping on the floor of a buddy’s place in Whistler or taking a bus through dirt roads in Mexico to find waves or raw new places to skate or snowboard, then you are an Ipath customer.
How do you juggle being the President at Ipath and running KLONELAB at the same time?
Ha! I don’t sleep much and I have great people around me I can count on.
Right now, I am looking to hire a few key people in the next six months starting with a new marketing director. Ipath is still very much a grassroots startup company so right now I am sitting here proofing screen T’s on a Friday night but that’s what makes it all so exciting.
