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A pink Yankees hybrid shoe for girls

Gaining Traction
Skidders making Noise with Licensed Non-Skid Footwear
November 8, 2010

New parents—not to mention grandparents, family and friends—are a powerful buying group in the licensed marketplace. There are milestones, real and imagined, for nearly every occasion. Baby’s first steps fit the bill perfectly. For Skidders, that has translated into a burgeoning business.

Skidders offers a unique collection of shoes and socks for infants and young walkers. The hook is the company’s patented hybrid sock-shoe design, which incorporates lightweight outsoles with traction that provides stability and flexibility.

“We started two years ago,” says sales assistant Aracelis Costa. “Initially, we targeted big department stores, but we found the demand from moms was so strong we decided to open up our distribution.”

A hybrid shoe in Yankees pinstripes for boys

To do that, Skidders expanded into new categories, including crossover socks and tights. Jut as important was the introduction of licensed product.

“Our newest license is MLB,” says Costa. “It was a great way to get out name out there and get into more stores, especially in sports markets.”

Skidders currently has several offerings in MLB product, hybrid shoes, crossover socks and crib booties. According to Costa, feedback from retailers has been great. “We’ve hired sales reps specifically for our MLB collection,” she says. “The response has been good. We’re considering more licensing options in 2011. The NFL is at the top of the list.”

Skidders will get an even better feel for the marketplace as an exhibitor at the Sports Licensing and Tailgate Show in January. Costa will work the booth with her colleague, Freza Diaz.

Generic baseball crossover socks

“Skidders is the skid-proof specialist in children’s footwear,” she says. “Our styles are great for new walkers. They can be worn inside and outside, and they promote safety. We’re eager to expand the brand.”




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