Sneaker icon and Nike royalty Gentry Humphrey continues to make waves in the footwear industry, ushering in his new shoe company, Code. Humphrey is best known for his time with Nike and Jordan Brand, where he started as a regional sales representative under Nike in 1994 and ended in 2021 once he retired from his role as vice president of footwear for Jordan Brand.
During his tenure with the Oregon-based footwear company, spanning almost three decades, Humphrey helped build Jordan Brand into the cultural phenomenon it is today by pushing the company to expand its retro line and offer new colorways to previous silhouettes. The endeavor has paid off tremendously, contributing to the brand’s $5 billion revenue stream from 2022, reported by Front Office Sports.
Humphrey’s latest project, Code, hopes to find its footing with younger professionals, offering original designs that don’t look like they’re pulled straight from your father’s closet. After all, the name Code refers to the range of dress shoes found across boardwalks and in boardrooms in modern society. According to Humphrey, he’s been working on the idea of Code since he retired.
These young millennials, sneaker culture is all they know. But what I found talking to consumers is that as they are entering the state of their life where they have to be young professionals. I felt like there was great opportunity in being able to keep the essence of the world that they’re familiar with, but give them something elevated. This allows them to still feel comfortable and they don’t have to wear footwear that looks like their dad’s footwear.
Gentry Humphrey
With hopes of giving back to the sneaker industry, Code wants to partner with artists overlooked by the giant footwear competitors and allow them to get their foot in the door. The parties will work together to develop their pieces, and the creators will receive royalties from the co-designed silhouettes.
Inspired by basketball, Code’s debut collection, “For the Love of the Game,” features three silhouettes: the low-cut All Day for $135, the snazzier Executive for $160, and the hybrid Entrepreneur for $200. It will release in June.
Looking to learn more about Gentry Humphrey’s impact on sneakers with Nike and Jordan Brand? Check out our feature article highlighting the most significant projects of his career.
Image courtesy of Erik Umphery
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