Brooks Taps Jeff Staple to Re-Enter the Lifestyle Sneaker Market — With More Heritage Styles and Collaborations to Come
Brooks once maintained a robust lifestyle business with its Brooks Heritage line, but that was dissolved in 2017. Now, the running company is making its way back to lifestyle, starting with a Jeff Staple collaboration.
Slated to hit the market in March, the first of Brooks’ lifestyle footwear releases returns to a legacy franchise, Adrenaline, specifically the Adrenaline GTS 4 silhouette. The line is one that former chief executive officer Jim Weber attributed to the resurrection of the company (it debuted in 2002, not long after Weber came on board).
Now in 2024, Brooks is partnering with the streetwear and sneaker pioneer to release the Staple Adrenaline GTS 4 collaboration. The creation infuses the beloved shoe with Staple’s recognizable pink pigeon design.
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In addition to revisiting the Adrenaline GTS 4, Brooks will drop limited-edition versions of the Chariot, Cascadia 1 and more to revive its heritage styles and showcase collaborations with new partners. Brooks plans to debut these forthcoming collections during Paris Fashion Week at a pop-up showroom, Avenue de Brooks, located at The Pill art gallery, 4 Place de Valois, Paris, running from Jan. 22-25.
CEO Dan Sheridan discussed the company’s intention to re-enter the lifestyle market in a recent interview with FN.
“People care about this brand, they’re passionate about this brand, but we have a heritage of product that’s sitting in the vault that people would love to wear. That is an opportunity for us,” Sheridan told FN. “And then the sneaker culture is one where an authentic brand — we’re 110 years old — has another permission to play there. It’s a big market for us. Are we going to be the biggest in lifestyle? No, but we’re starting to work on a strategy to roll that out, and I’m excited to show it to you next time we talk because I think it’s going to be fun.”
This lifestyle rollout comes on the heels of a successful financial year for Brooks in 2024, having $1 billion in sales within the first nine months of the year.
