Starlight, Star Bright, Get Me Starbury’s Tonight
Written by Kenyatta D. Pious

Sneaker culture can be as exclusive and elitist as NYC clubs.  So how can a sneaker “break into” mainstream sneaker culture?  One way is to be the brainchild of veteran all-star guard, Stephon Marbury of the New York Knicks.  But wait, there is more.  Stephon has done the unthinkable: a “high-end” sneaker that retails for a staggering $14.98 - - no, your eyes are not deceiving you!  

Starbury One, as the sneakers are affectionately called, are all the rage because of their ability to weave an affordable price point with quality…and of course because Steph’s an explosive basketball player.  As a sneaker buff, I am excited about Steph’s offering and, without sounding lofty, I believe this may be a major turning point in getting customers the quality they come to expect without having to shell out an exorbitant amount of money.

FashionLedge.com asked a few questions to Andy Todd, President Starbury Collection Manager, about the highly controversial Starbury sneakers.

Fashion Ledge: What is the most difficult aspect of branding a sneaker that costs a ¼ of the cost of other major sneaker lines even though it maintains the same quality?  Is it just getting over the hurdle of believability - - as a consumer it sounds too good to be true?

Andy Todd: We certainly knew getting consumers to fully understand that the Starbury One delivers the same quality as sneakers that cost up to 10 times the price was going to be huge challenge.  In addition, we were facing the reality that in the "sneaker culture" a high price tag generally equals a higher cool factor, and so there would be many consumers that wouldn't want to buy the shoe based on its price alone.

To overcome those challenges for two months before the Starbury line hit our shelves we executed a campaign that introduced the brand to    consumers, but we didn't reveal the price point. That way we eliminated    the possibility of disbelief...high school players tried the shoes on    the court during this pre-launch phase, for example, under the    assumption that they were high end.

Andy Todd: We certainly knew getting consumers to fully understand that the Starbury One delivers the same quality as sneakers that cost up to 10 times the price was going to be huge challenge.

In addition, we were facing the reality that in the "sneaker culture" a high price tag generally equals a higher cool factor, and so there would be many consumers that wouldn't want to buy the shoe based on its price alone.
To overcome those challenges for two months before the Starbury line hit our shelves we executed a campaign that introduced the brand to    consumers, but we didn't reveal the price point. That way we eliminated    the possibility of disbelief...high school players tried the shoes on    the court during this pre-launch phase, for example, under the    assumption that they were high end.

Fashion Ledge: Has the fact that the sneakers are not sold at major chains hurt or enhanced the appeal for the sneakers?  Why was this decision made and where exactly are the sneakers available?

Andy Todd: The sneaker and the astonishing value it delivers has been the story, not where it's available.  We knew that consumers that would hear about the sneaker and want it, would a find a way to get to one of our stores, and that's happening at unprecedented levels.
As for the decision about distribution, there really was no decision to    make.  We're a private label manufacturer and retailer.  We only produce merchandise what will be sold in our own stores.

Fashion Ledge: How involved is Stephon Marbury in this collection?

Andy Todd: Stephon has been intimately involved in every stage of the Starbury brand's development, from concept to product design to the marketing campaign. We believe that's been as big a factor in the line's success as anything else.

Fashion Ledge: I hear the orange and blue Knick pair is a fan favorite and is even being sold on Ebay at a much higher price point than it is sold for - - have you noticed this in your sales?

Andy Todd: Every style of footwear and apparel in the Starbury Collection is selling at unprecedented levels.

Fashion Ledge: What is next for the collection - - new colors/ styles, maybe a women's collection?

Andy Todd: Customers can look forward to new styles of footwear and apparel, as well as women’s products, coming in the near future.