Kith’s Collaborators Reveal Why It Deserves the FNAA Retailer of the Year Honors
On Nov. 29, Kith will be honored with the Retailer of the Year award at the 37th annual FN Achievement Awards. Below is an article from the magazine’s Nov. 27 print issue about what made the Ronnie Fieg-led retailer stand out in 2023.
The broader retail landscape was incredibly challenged in 2023, but Kith continues to appear immune to the struggles. Bucking the dismal trends that defined retail, Kith, led by footwear and fashion industry visionary Ronnie Fieg, was aggressive with brick-and-mortar and product expansion.
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Most notably, the retailer made its debut in Canada, opening a luxurious space in Toronto in September featuring Kith apparel and best-in-class footwear from leading labels, as well as top-tier experiences such as the Kith Treats bar and a Sadelle’s restaurant.
Prior to Toronto, Kith bolstered its physical retail footprint with new doors in Beverly Hills, Calif., Miami and Brooklyn, N.Y. And Fieg told FN that one more store is slated to open before year’s end.
Meanwhile, the Kith team consistently shaped culture and conversation through unexpected marketing campaigns, coveted collaborations and unique partnerships, such as Fieg’s gig as creative director of the New York Knicks.
Here, several of Kith’s most important partners reveal what makes the retailer special.
DAVID KAHAN
CEO, BIRKENSTOCK AMERICAS
Most impressive moves: “At a time where some are being cautious and operating from a place of fear, Kith is doubling down on physical retail, more sophisticated consumer engagement and creative ventures. Few retailers are making such bold moves, and brands need those who are acting in this manner.”
Keys to success: “One word: Trust. Kith is trusted by brands to represent their product and values in a way that never compromises integrity. And Kith is trusted by consumers who have come to know there will always be a higher degree of creativity than retail as usual.”
TARA MCRAE
CHIEF MARKETING AND DIGITAL OFFICER, CLARKS ORIGINALS
Most impressive moves: “Kith’s global expansion is incredible given today’s challenging retail environment, and it’s a testament to their unmatched consumer connection, brand strategy and curated assortments. On top of this, they provide enhanced experiential shopping experiences that speak to the heightened preferences of today’s consumer, whether it be the striking design of every store, Kith Treats or their partnership with Sadelle’s.”
Future outlook: “Kith shows no signs of slowing down. Between brick-and-mortar expansion, a stream of industry-shaking collaborations and continued excellence in curation and product and marketing execution, we have confidence that Kith will excel in 2024 and beyond.”
DAVID HOPKINSON
PRESIDENT & COO, MSG SPORTS
Partnership prowess: “It has been an honor having Ronnie on board as the Knicks creative director over the past year. When we first worked together on the Knicks City Edition uniform during the 2020-21 season, we knew we had something special, and each year’s collaboration has been more innovative than the last. Ronnie has helped provide a distinctive look and feel across marketing, creative and merchandise initiatives, and his life-long Knicks fandom, creative vision and New York City roots have made him a perfect match for the organization.”
MATT MERRIMAN
VP OF BRAND DEVELOPMENT, COLUMBIA
Future outlook: “We’ve been creating collections with Kith since 2015, and every year the concepts and activations have been totally unique and progressively better. In many ways, we are just getting started as we work together to draw more people to the outdoors. Columbia is honored to have a long-term partnership with Ronnie and his team, and we are excited to build upon that foundation in the years to come.”
MAXIMILIAN BENTE
CATEGORY DIRECTOR, ADIDAS CONSORTIUM
Most impressive moves: “The fact that Kith has been able to expand into key cities across the world is a testament to how they have managed to build their brand and speak to a variety of consumers. From my unique perspective in creating Kith x Adidas product, I’m continually impressed by the team’s attention to detail on every product we work on.”
CHRIS DAVIS
CHIEF MARKETING OFFICER AND SVP OF MERCHANDISING, NEW BALANCE
Most impressive moves: “Kith’s ability to navigate tough market challenges shows their deep understanding of their consumer and their ability to adapt to the rapid changes in the marketplace.”
Keys to success: “Kith truly understands New Balance and all its brand partners. Understanding authenticity and each brand’s reason for being enables the articulation of honest stories that resonate with today’s consumer. Furthermore, Kith is a retailer we trust from a strategy, branding and product perspective — the necessary ingredients to realize unique storytelling.”
CHRIS ECHEVARRIA
CREATIVE DIRECTOR AND FOUNDER, BLACKSTOCK & WEBER
Partnership prowess: “We were treated like family when we entered the relationship. In that store, we’re a small fish in a large pond, but they never made us feel that way. On the business side, they reach a wide demographic of people and have salespeople who care about the product they sell. That makes all the difference in the world.”
Keys to success: “Kith has consistently brought in the right people. Whether we’re talking about Lance Dornagon leading footwear or Justin Dean leading apparel or Sharifa Murdock as chief impact officer, Ronnie has done a great job surrounding himself with people who are the top of the industry in their roles.”
GERALDO RODRIGUEZ
DIRECTOR OF ENERGY MARKETING AND COLLABORATIONS, TIMBERLAND
Partnership prowess: “Kith and Timberland have a longstanding relationship, so having a footprint within their retail space is authentic to both brands. This fall, to close our 50th anniversary, we partnered with Kith to reimagine our classic waterproof Field Boot in two colorways. It’s an ode to New York City and a nod to Timberland’s half-century moment, designed by none other than Ronnie Fieg.”
Future outlook: “Kith will continue to be successful because of their relentless dedication to lead the charge in footwear and design. They have a deep understanding of the market and how to connect with culture. It’s always exciting to see what they come up with.”
For 37 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2023 event is supported by sponsors Authentic Brands Group, Birdies, Caleres, Crocs, FDRA, Nordstrom, Saucony and Vibram.
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