“Banned” Label Leads To Biggest Sales Day For $300 Shoe
CNBC Sports Business Reporter
Adam and Ryan Goldston did as much as they could to publicize their special $300 basketball shoe which they say increases your vertical leap. But in the back of their minds, they knew that the big day would come when and if the NBA decided that their shoes couldn’t be used by NBA players.
Sure, Nike can buy the space on athletes feet, but if an upstart shoe brand can claim that its shoe is so good that the NBA bans them, what’s better than that?
When the company announced that the NBA let them know that players, in fact, could not wear the shoes, the brothers issued a press release and immediately adopted a marketing campaign of “Banned By The NBA.”
Within hours, the company – Athletic Propulsion Labs – and the shoe (the Concept 1) were hot searches on Google . So many news organizations based in countries ranging from France to Russia picked up the story that the Web site crashed for three or four hours in the middle of the day. In the late afternoon, when the Web site was up again, the brothers say they sold thousands of pairs of the $300 shoes in four hours.
For it’s part, NBA league sources say that they ban anything that has any technology that could provide a certain player a significant advantage. What’s at debate here is whether the NBA in fact proved that the shoes worked. The Goldstons say they believe the NBA did in fact prove the shoes did their job.
“When we met with them in July, we let them see the device that’s inside the shoe,” said Ryan Goldston. “Only the NBA and our factory that makes the shoe has seen that device outside of the shoe itself.”
Last month, I tested the shoe. I thought it made me jump slightly higher, but wasn’t sure if it was psychological.
The Goldston’s say they are selling “Banned By The NBA” T-shirts, but hope the shoes continue to sell.Questions? Comments? SportsBiz@cnbc.com