EleVen:: Venus Enters Fashion Market

With the start of the NBA season, comes the debut of new shoes, clothes video games and other products tied to the league. For Stephon Marbury and retailer Steve & Barry's, it's a true test to see if the innovative Starbury sneaker is a flash in the pan phenomena or has staying power. From all accounts, it is here to stay, has done what it promised and begun to transform, if not an industry then at least a company.

The Starbury, which retails for $14.95, has succeeded beyond the wildest dreams of most people involved in its launch other than its namesake, the Knick guard and supremely egotistical Marbury. In two months following its release last year, over 3 million pairs were sold. The shoes are sold exclusively at Steve & Barry's stores, and as result of the success of the shoes launch, the number of stores has increased from 120 before the launch to 270 by the end of 2007. the company has added a Ben Wallace endorsed shoe to the line, beginning this fall. Although it's not likely to sell nearly as well, it was important to branch out to another player, particularly one who will the shoe on the court, as both Marbury and Wallace do.

The more significant proof of concept for athlete endorsed, high quality, low price sneaker and clothing is the debut this month, again exclusively in Steve & Barry's stores, of the EleVen line marketed by Venus Williams. The Wimbledon champion and holder of six Grand Slam titles will be marketed a line of clothing and shoes that will not have any products that sell for more than $20, with the first products to go on sale this Thursday. While similar in concept to the Starbury line, this is not a brand extension but an entirely new line.

Marbury was somewhat petulant about the EleVen line, despite Ms. William holding six of something that Marbury has yet to win - championships. "I'm doing sneakers, so she should have been under my line," Marbury said. "But obviously, that didn't happen." The company, clearly surprised by Marbury's comments, decided not to respond. A wise decision on the part of Steve & Barry's; they have obviously learned how to deal with Marbury over the time they have worked together. The EleVen line should be as successful as the Starbury; it certainly as a more accomplished and engaging spokesperson.