York Athletics Mfg. entered the market in Q1 of 2016, delivering performance training sneakers to today’s mature fitness enthusiast. With the year winding down, the Boston-based label has released its second collection to the marketplace.
The line boasts new iterations of York’s acclaimed debut shoe, the Henry, in both a mid and a low. Not only does the shoe feature new colorways, it also comes with technology upgrades. The updated Henry — which debuted today — is available in three colorways each for the mid and the low: fatigue green, triple black and twilight blue. The shoes feature Dri-Freeze technology and two-way stretch mesh on the upper.
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“The Henry was primed and ready for [Dri-Freeze] treatment because of how breathable it is,” York co-founder Mark McGarry told Footwear News. “The cooling yarns are activated with ventilation. The more your foot heats up, the more ventilation you have, which activates the cooling yarn and gives off the cooling effect. [And] the two-way stretch on the vamp is a breathable mesh, so there’s good ventilation. It’s very comfortable — it kind of cradles the foot.”
If you’re looking to buy a pair of the mid or low, you’ll have to visit yorkathleticsmfg.com.
When York launched, it adopted a strict direct-to-consumer sales strategy, partnering only with Boston-based Bodega and huckberry.com. Since then, it has added one new online retail partner, Title Boxing.
McGarry explained that since York’s inception, the brand’s consumers are mostly people in the boxing and boxing-fitness community, as well as personal trainers and everyday gym-goers.
To cater to its audience — and show off its updated Henry — the brand will host a one-week pop-up shop in Boston at 144 Newbury Street from Nov. 29 to Dec. 4. The shop will offer daily programming that includes fitness-boxing classes, high-intensity training classes, yoga classes and running events in collaboration with local running clubs.
McGarry also identified where the brand is performing best in the U.S. — primarily coastal cities that include Boston, New York, Philadelphia, Los Angeles and San Francisco. He also said the brand has a solid fan base in Vancouver, B.C., where the brand’s latest ambassador, All-City Athletics gym co-founder Anna Farrant, is located.