Industry News 5/17/2012

B$Z: Native Shoes Launches Sandals and Global Contest

Native Shoes Launches Sandals and Global Contest

For the Spring/Summer 2012 season, Native Shoes expands its product offering with a sandal collection, the brand’s first foray into the category. The initial collection will be comprised of two styles: The Paolo, a unisex classic flip-flop design, and The Blanca, a women’s t-strap silhouette. Created with style and functionality in mind, both are constructed from the brand’s iconic EVA material and feature reflexology-inspired Feet Peaks: hundreds of soft, cushioned mini hills to ensure comfort day in and day out.

The introduction of sandals to Native’s product mix is a natural progression for the brand, which launched in Spring 2010 with three slip-on styles (The Miller, The Jefferson and The Corrado). Since its start, Native has designed and released new interpretations of classic silhouettes each season that continue to attract a wide range of consumers. The Paolo and Blanca will round out Native’s product offering at 12 distinct styles, all constructed from EVA and available in a range of both classic and vibrant color ways. Sandal prices range from $34.99 to $39.99.

“Adding sandals to the mix was an obvious next step for us,” said Damian Van Zyll de Jong, Native’s founder. “Native is about connecting with customers of all ages, sizes and interest groups – we felt the sandal silhouette was a necessary piece to that puzzle.”

In conjunction with the launch, Native will release a creative short as part of the Nativision overarching film series brand campaign. The film, entitled The Summer Sandal Shimmy, is inspired by legendary director and choreographer Busby Berkeley and features the new collection in the midst of a lighthearted and quirky synchronized dance routine. The Summer Sandal Shimmy debuts on Native’s digital portal and on the brand’s YouTube channel on Tuesday, May 15.

To celebrate the The Summer Sandal Shimmy’s release, Native will launch The Summer Sandal Shimmy Contest in partnership with Sandos Caracol Eco-Resort & Spa, a leading eco resort in Riviera Maya, Mexico. Fans will be invited to submit a video or photo of themselves and friends doing their best recreation of the film and routine. The contest will be hosted on Facebook within a customized tab. Anyone can submit work through Facebook, Instagram, Twitter and Tumblr as long as they are tagged with Native’s handle (@NativeShoes) and the hash tag #SummerSandalShimmy.

The contest will launch with the film on May 15 and submissions will be accepted until June 15. Voting will be hosted on a custom Facebook tab and will span from June 16 to June 21. The winning film and winning photo will be announced on June 22. Both winning entries will receive ten pairs of the new Native sandals and beach balls from the film to share with friends. Additionally, the grand prize video winner will win three-night/four-day all-inclusive accommodations for two at Sandos Caracol Eco Resort & Spa.

The winner will get to enjoy the property’s new Xcalacoco Experience for an authentic cultural Mayan adventure that celebrates 2012 and the beginning of a new era.

For more information on the sandal collection, film and contest, visit