01 June 2016 18:00:00
Etonic: a new birth of classics
More than century old brand, it was able not only to stay afloat, but to become an example of an intellectual approach of the athletic footwear design
Etonic brand is unlikely to be known to person who is not a keen golf or bowling player. But the situation is changing palpably because now the company has a new strategy. Launching re-editions of fabulous running, tennis, basketball models are enriching by actual colorations through collaborations with modern designers. Well, it`s time to gain insight into Etonic.
The brand`s history begins further back than occurrence of giants Adidas, New Balance and Nike. Charles A. Eaton inaugurated his first shoe manufactory in 1876, located in Brockton, state Massachusetts. In 1900 Brockton became the main center of the shoe industry not only of the U.S.A. but in the word by locating in itself more than 100 manufactories numbered in the dozens of thousands workers.
Because of the reserved reputation of trustworthy and conscientious manufacturer, the Charles` company became one the main shoe supplier for associated countries during the World War I. The government of the U.S.A. didn`t know where to apply when the Second World War started. As a result «Charles A. Eaton Co» had produced more than 4 millions shoes, honored by Naval Establishment with the decoration «E», which is symbolic of his dedication to the business, to his country and quality of goods.
Ability to adapt
In the post-war years, when the country was coming back to quiet life, the time of sports equipment had come. In the 1945 Etonic launched the first footwear made especially for golf, and then it became an implicit leader in that field. Next 20 years were devoted to the golf footwear developing reiterating its Leadership.
A growing interest towards healthy lifestyle boomed the development of fitness in the 70`s of the past century. By noticing trends in time, Etonic had developed a new range of athletics footwear with distributing the brand influence beyond golf fields. That had been reflected also in the branding – despite the naming «Etonic» was using before, officially «Charles A. Eaton Golf Company» was changed to «Etonic» only in 1976.
The chain of success was continued by collaboration with Fred Perry in 1981, that helped to enter to a highly competitive market of tennis footwear, where the model Stan Smith by Adidas had been already dominating. Creating innovations one after another Etonic were ensuring the solid positioning simultaneously through runners, basketball and gold players. It is important to mention an entered practice of new models development involving medical specialists – for example, one of the most popular of athletic shoes Etonic – Trans Am Trainer was created.
Ups and downs, upswing again
Unfortunately fast-moving shifts of trends in the 21st century cut the ground from under feet. After that in 2006 Etonic were acquired by Italian company Lotto Sport. But that had not been lasted for too long – already in 2012 company was purchased by joining forces of AL&S Footwear and The Weisfeld Group,that brought the brand back to homeland, to the U.S.A. The popular edition «Complex» named several times Etonic as one of the most important brands of rebirth – and this is it happened. In the current priorities of the company there is a goal not only to renew launching of the most successful models, but also to improve technical point as much as possible.
You can have a look at the famous Etonic models in the lookbook of our store`s web-site.
ETONICSneakers Trans Am Navy/Saddle
ETONICSneakers Trans Am Mesh Royal
ETONICSneakers Trans Am Ghurka Silver
ETONICSneakers Trans Am Mesh White/Red
ETONICSneakers Trans Am Nubuck
ETONICSneakers Trans Am Moss
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