streams once maintained a strong lifestyle business with its Brooks Heritage line, but that dissolved in 2017. Today, the operating company is returning to lifestyle, starting with a Jeff Staple collaboration.
Staple x Brooks Adrenaline GTS 4.Courtesy of Brooks
Scheduled to hit the market in March, the first of Brooks’ lifestyle shoes returns to a historic franchise, Adrenaline, specifically the Adrenaline GTS 4 silhouette. The line is one that former CEO Jim Weber attributed to the resurrection of the company (it debuted in 2002, shortly after Weber’s arrival).
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Now, in 2024, Brooks is teaming up with the streetwear and sneaker pioneer to launch the Staple Adrenaline GTS 4 collaboration. The creation imbues the beloved shoe with Staple’s recognizable pink pigeon motif.
Brooks Chariot Style.streams
In addition to revisiting the Adrenaline GTS 4, Brooks will release limited edition versions of the Chariot, Cascadia 1 and more to revive its heritage styles and introduce collaborations with new partners. Brooks plans to present these upcoming collections during Paris Fashion Week in a pop-up showroom, Avenue de Brooks, located at The Pill art gallery, 4 Place de Valois, Paris, from January 22 to 25.
The Adrenaline GTS 4 style from Brooks.streams
CEO Dan Sheridan discussed the company’s intention to re-enter the lifestyle market amid recent interview with FN.
“People care about this brand, they’re passionate about this brand, but we have a legacy of products stored in the vault that people would love to wear. This is an opportunity for us,” Sheridan told FN. “And then sneaker culture is one in which an authentic brand – we’re 110 years old – has another permission to play in it. It’s a big market for us. Are we going to be the biggest in terms of lifestyle? No, but we’re starting to work on a strategy to roll this out, and I’m excited to show it to you next time we talk about it because I think it’s going to be fun.
This lifestyle rollout follows a successful financial year for Brooks in 2024, with $1 billion in sales during the first nine months of the year.
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