Kmart is hoping to get a piece of the profitable athletic footwear pie with the launch of a new athleisure brand.
The discount retailer will be the exclusive U.S. home of Risewear, a line of athletic footwear for those on a budget. The line features shoes for the whole family, including men’s basketball, athletic and casual shoes and sandals, all under $45. Additionally, women’s and kids’ lines will be added this holiday season.
“We are thrilled to launch such a contemporary lifestyle brand,” said Demetrius Spencer, Risewear co-founder and CEO. “We could not have asked for a better partner than Kmart, who is supporting us in delivering a premium product at a value-driven price point.”
To celebrate the launch, Kmart is sponsoring The Rise Challenge, a series of interactive fan-focused sporting experience. The events, which began in California on Sunday and will continue throughout August, feature competitions between some of the world’s top dunkers on custom branded half-courts at Kmart parking lots in six cities around the country. The marquee attraction is a dunk contest featuring current Risewear athlete Taurian “Air Up There” Fontenette along with the nation’s top four dunkers, Chris Staples, Guy Dupuy, Porter Maberry and Jonathan Clark.
The first Rise Challenge champion will receive a signature capsule collection contract with Risewear, which will include a self-designed shoe in their own name and an apparel and accessories line.