Footwear manufacturer Vida Group International has announced the launch of JSport, a new outdoor footwear brand that combines athletic and comfort elements into a new hybrid shoe.
Led by General Manager David Jonah, JSport joins sister brands Jambu and JBU as part of the company’s Adventure Brand Group.
“Fashion-centric, comfortable and price conscious, we envision JSport as the brand of choice for the ever-active and powerful millennial consumer,” said Gabe Safdeye, Vida Group Vice President. “We see a gap in the marketplace that JSport styling can fill, while also serving as another asset to the explosive growth we’ve enjoyed with the Jambu and JBU Adventure labels.”
For Spring ’16, JSport debuts simple, sport-driven styles in vibrant color palettes and sustainable designs for women, men and kids, all at family friendly price points to encourage +1 purchasing. Seasonal lines will offer multi-tasking “hero” shoes and boots for “family weekend warriors,” trekking from work to play, day or night, in all climates.