I followed up with Podium Distribution partner Kevin Dunlap about the news last week that Podium brand DVS will create Diamond Supply Co. footwear via a licensing agreement.
Diamond makes skateboarding accessories and some apparel with a strong following in the urban market.
Podium is home to several brands, including shoe brands DVS and Lakai and apparel brand Matix.
Why partner with Diamond?
Diamond and DVS have been “attached at the hip” from the beginning with all the shared athletes, friends etc.
Once one of my all time favorite DVS riders, Jeron Wilson, became a partner with Diamond, I wanted to make something happen. Forming a shoe company was always talked about and our infrastructure made perfect sense to them.
Fortunately, we were able to agree on terms that will benefit all of us for years to come and I am very excited about all the future possibilities.
How would you describe the Diamond aesthetic?
Nick Tershay, the brainchild of Diamond, has a great eye for design and has more than proven himself on how to market his brand effectively at various levels.
DVS, along with the other recognizable brands in the industry, have continuously jumped at the opportunity to align themselves with Diamond because of its urban appeal.
It’s incredible Nick was able to start this brand as a hardware company and has transformed it into an iconic global brand. There is obviously a heavy influence of the urban skate market and that is where we feel future potential growth lies.
How will Diamond Footwear fit into the Podium stable of footwear brands?
We feel it will fit in perfectly and add to our stable of brands. Diamond will give us another avenue of growth as Lakai remains focused 100% on skate while DVS targets the skate and actions sports consumer.
(Right: Podium’s Kevin Dunlap, Brian Dunlap and Tim Gavin.)
In the past, we started a footwear brand called CLAE. It was a “lifestyle/urban” aesthetic shoe brand that we feel was premature for its time. That segment has since grown over the years and we feel Diamond can more than fill that void.
Devil’s advocate question. Does the world need another skate shoe brand?
There is ALWAYS room for new and creative brands, ESPECIALLY at this time. There are a lot of great brands but product drives everything!
I think we all agree that creativity has been lacking in our industry and new thinking is the only way to push the envelope.
The best part about this marriage of Diamond and DVS is the shared designs and ideas between the skate and urban market. I am looking forward to it!
