Treksta Sets Sights On North America

Three years after Recreation Outfitters became its North American distributor, Korea-based label Treksta is clearing its own path in the crowded outdoor market here.

Rob McCurdy, director of sales for Vancouver, British Columbia-based Recreation Outfitters, told Footwear News that Treksta’s Nestfit comfort technology is helping to fuel the brand’s growth in the U.S. and Canada. Nestfit — found in every shoe in the North American offering — uses a last that closely resembles the shape of a human foot, formed as a result of 20,000 3-D foot scans.

“Everything from the outsole to the upper is built around that last, so you have a very supportive, comfortable shoe right out of the box,” said McCurdy.

For fall ’16, Treksta is focused on the female consumer, pushing its winter-specific Arctica collection of three boot silhouettes — low, mid and high — that have a casual look but high-performance features such as insulation and waterproofing. For men, the brand will continue to tout its popular all-purpose Cape boot.

Treksta Arctica Boots
Treksta Arctica boots.
CREDIT: Courtesy of brand.

In addition, Treksta believes its burgeoning running and trail-running categories will be growth areas this season.

However, executives admitted that brand awareness remains a challenge. To bolster its name, Treksta signed on as a sponsor of the Banff Mountain Film & Book Festival in Banff, Alberta, and its corresponding world tour, which wraps up in November.

“We’re speaking directly to an outdoor audience and because we’re a major sponsor, that gives the consumer a feeling of confidence in the brand,” said Jackie Swanson, GM of Recreation Outfitters.

Treksta has taken a similar approach with its retail strategy, engaging consumers directly through e-commerce. That channel will continue to be a priority, but executives also plan to focus this fall on specialty retail stores because they have a more hands-on selling style.

“The fit of our shoe is not obvious until you try it on — you can’t see the benefits of Nestfit on the wall,” McCurdy said. “We want people to tell the brand story and indicate how Treksta is different.”

Treksta Sneakers
Treksta sneakers on the run.
CREDIT: Courtesy of brand.
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