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Footwear Execs Dish on How They’ve Created Brand Fandom

As we settle into the new year, our Sourcing Summit Companion Report looks ahead at ways to optimize processes and performance.

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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