2024.09.19
Celebrities & Artists Love It! The Reason Why AUTRY's "Medalist" Captivates So Many Adults
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What are the criteria for sneakers that suit adults?
They should blend seamlessly into styling without unnecessarily drawing attention with logos or colors, embody a sophistication suitable for adults, and must also have a trendy retro flavor. This certainly narrows down the options.
For instance, "Medalist," the flagship model of AUTRY. Its design is simple and clean, with high-quality materials that exude a classiness, while the off-white sole gives off a retro vibe.
Currently, the brand is experiencing a worldwide breakout, especially in Europe, North America, and Asia. This article will delve into the history and allure of the Medalist, which has become the most talked-about model among adult sneakers.
PROFILE
Kazuki Toyoda
Executive Director of Toyoda Trading Co., Ltd.
The Flagship Model that Laid the Foundation of the Brand in 1982
For this discussion, we interviewed Kazuki Toyoda, the Executive Director of Toyoda Trading Co., Ltd., the authorized distributor of AUTRY in Japan. First, we talked about the history of the brand."AUTRY's roots date back to 1982 when it was founded as a tennis shoe brand in Dallas, Texas, USA. The origin of the name is unclear, but it seems that there was a tennis club with the same name in the '80s.
"AUTRY uniquely developed outsoles resembling radial tires, which were not seen in tennis shoes at that time, achieving stable ground contact and high grip. They were also known as a brand with technological expertise for obtaining patents for their shock-absorbing insoles."
The model that made the name AUTRY known worldwide was the "Medalist." Inspired by vintage sneakers from the '80s, this model garnered high support from tennis players of the time due to its simple and clean design.
It was also featured in famous tennis magazines like "Tennis World" and "Sports Illustrated."
The biggest feature of this model is the small box logo designed with the stars and stripes of the American flag.
"This logo is a special one that was officially permitted to accurately represent the flag, including the number of lines and stars. The reason for this is that when the brand was established, part of its sales was donated to fund the restoration of the Statue of Liberty in New York, which the government appreciated."
Back After a Long Hiatus, It Soars in Europe
Thanks to this model's success, AUTRY steadily gained recognition in the U.S., but in the 1990s, it went into hiatus due to business reasons."However, there was a strong desire for its continuation, and it made a comeback in 2019 through an Italian investment fund. The rebranded AUTRY, while retaining the nostalgic appeal of the '80s, transformed into a premium brand enveloped in a luxury atmosphere with its use of high-quality materials and intricate details."
Since the restart, it has rapidly gained popularity in Italy, France, and the UK.
"The careful selection of distribution channels by the rebranding project team greatly contributed to its breakthrough, catching the attention of influential shop buyers and fashion professionals right away."
It has many celebrities and artists who love it, such as actor Kevin Costner and Reese Witherspoon in Hollywood, and in Korea, it's known for BTS, BLACKPINK, and New Jeans.
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In Japan, it landed in 2022, available at major select shops and sneaker specialty stores. This spring, the first permanent directly operated store in the country opened in Harajuku, Tokyo.
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