There's no quack about it. El Paso's Spira Footwear will introduce a
new "Duck Dynasty" shoe on the A&E network, starting today.
The shoe line will be promoted through a television commercial, social media and website presence. The line is the result of a collaboration between the network's Project Startup and the crowd-funding company, RocketHub.com.
"Right now I feel like we've got five numbers of the lottery and we're just waiting on that sixth number. I know it's going to be big, the question is how big," said Andy Krafsur, Spira's chief executive officer.
The line will feature Spira's WaveSpring technology and the duck camouflage pattern from the show and will be available through RocketHub's crowd-funding platform. Crowd funding is a new business approach in which buyers supply the capital the company needs to produce the product and in turn get the product at a reduced price.
Brian Meece, CEO and co-founder of RocketHub.com, said in a statement, "The Spira team has worked hard to create a better running shoe -- and build their authentic brand from the ground up. Now through A&E Project Startup and RocketHub, Spira is collaborating with 'Duck Dynasty' to share a wonderful story of entrepreneurship and empowerment."
Project Startup is designed to showcase up-and-coming brands and new
technologies. It is the first time that a network gets directly involved in a crowd-funded project.
Fans will be able to pre-purchase the shoes, three styles for men and three for women, for about $100 or $150 for the next 90 days of the campaign. Colors include pink, orange, olive green and brown.
Once the project achieves its $100,000 funding goal, A&E will donate $20,000 to America's VetDogs, a nonprofit organization that provides
service dogs for disabled veterans and active-duty personnel.
Krafsur is excited about the exposure his company will get because of A&E's most popular show. His shoes will be promoted as the latest in Duck Dynasty fashion and feature the logo on the back of the shoe.
"It gives us a platform to tell our story. All of a sudden we are being thrust onto a national stage with a partner that has over 5.4 million Facebook followers and 10 million television viewers. It gives us the opportunity to be a global brand."
Krafsur said he already got a taste of what the initiative could do for name recognition.
"They put up an Instagram Friday and Monday, saying to double click if (people) were going to buy the shoes. And between the two we got like 44,000 likes," he said. "And we had no followers on Instagram before then and now we have over 300," he said.
For more information, www.rockethub.com/duck
Maria Cortes Gonzalez may be reached at 546-6150.
(c)2013 the El Paso Times (El Paso, Texas)
Visit the El Paso Times (El Paso, Texas) at www.elpasotimes.com
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