Viking launches Sneaker Label for Kids

Norway’s Viking Outdoor Footwear specialist wants to conquer the fashion sports segment with the new kids’ shoe label Footi. Orders for autumn 2017 are being taken – deliveries start in early July 2017.

Viking Footwear looks back on a long tradition in manufacturing and developing Wellingtons. Their cooperation with Gore-Tex® made this Norwegian company one of the leading producers of warm and waterproof footwear. The brand-new children’s label Footi is now hoped to project this know-how onto other, promising market segments and to reach customer groups in the fashion sports segment.

“With our core competence in children’s shoes we see tremendous potential in a brand that is inspired by street sports and urban influences,” says Alf Morten Bakken, Director of Product Development at Viking Footwear. Footi is not planning to compete with other children’s shoe brands made by Viking. A design and development team from London was specifically put together to clearly delineate the label’s positioning and to define the target group, the collection statement and the marketing.

Footi primarily targets specialist shoe retailers. The wide choice of styles and colours opens up many attractive possibilities for retailers, explains Klas Vangen, Viking Footwears International Sales Director. According to him distribution agreements for Footi have already been finalized with some key accounts and important retail chains.

There will be three collections per year: Spring/Summer, Early Autumn/Back-to-School and Autumn/Winter. The first range will now be on show at shoe trade fairs in Scandinavia and at GDS in Düsseldorf in February. Deliveries to the POS start in early July 2017.

The high-fashion styles for girls include mid-cut and high-cut sneakers in high-quality, cracked-look suede. Plain unisex versions and some low-cut styles come in easy-care, hard-wearing textiles and synthetics. The styles in high-end leather are extremely robust. Sporty-chic sneakers with quick-lacing systems boast extra-light and breathable textile uppers. Some mid-cuts are reminiscent of skate shoes or score points with a hip chuck look – and thanks to impact-dampening EVA soles they even work for active sports.

Footi shoes also feature another functionality: they are waterproof. The soles made of natural rubber provide optimum grip. Spliced sections in synthetic materials protect heels and toes. Pull-on aids on the heel side, Velcro fasteners on the ankle and stretch laces make them easy to put on and take off. A synthetic lining warms the feet while 3M reflectors ensure optimum visibility. All styles come in sizes 25 to 40. Recommended retail prices are between approx. € 54 and € 70.

At GDS you can find Footi in hall 03 / A68
To the website of Viking Footwear