Supremebeing to Launch Footwear in US

Supremebeing to Launch Footwear in US
Richard Prenderville

Armed with a new U.S. distributor, U.K. streetwear brand Supremebeing is planning a big expansion for fall ’12 — and that includes bringing its shoes stateside.

The Peloton Group, founded last year by athletic industry vet Richard Prenderville, will handle marketing and distribution for Cambridge, England-based Supremebeing. Hingham, Mass.-based Peloton aims to build the account base here in the U.S. from approximately 10 boutique accounts to 200 to 250 independent streetwear boutiques and better department stores, Prenderville told Footwear News.

“We’re in the boutique trade channel now, but the brand can sustain growth outside that channel,” he said.

Prenderville previously served as head of global brand marketing for Reebok and head of global media and new media for Adidas. 

Introducing footwear to the U.S. market will be key to the expansion. Prenderville said the brand’s $70-to-$85 sneakers and casual shoes for men and women will launch in the U.S. this July.

Prenderville also will focus on generating publicity for the brand, through social media outreach, as well as events and pop-up shops centered in New York.

“Supremebeing is a social brand,” he said, “and we want to have a face-to-face relationship with the consumer.”