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Footwear Execs Dish on How They’ve Created Brand Fandom

Turns out, it’s possible to create a cult sneaker without the usual media assault and marketing blitz. French footwear brand Veja hasn’t spent a single dollar on advertising since its founding in 2004 and sends one “kind of prehistoric” email newsletter to customers, co-founder Sebastian Kopp told the audience at ReMode in Los Angeles this…

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