In late May, Etnies hosted its first ever U.S. “press launch” in New York to introduce the company to the mainstream media. Held at a New York city restaurant/bar called Cafeteria, the cocktail party of more than 100 invitees mixed and mingled with the Etnies staff while a DJ spinned for their entertainment.
Those in attendance included skate-shop employees, professional skaters, and editors and photographers from a variety of magazines including Rolling Stone, Men’s Journal, and Details.
Etnies riders in attendance included skaters Mike Vallely and Elissa Steamer, who was also representing the new Etnies women’s shoes debuting for Fall 1999. Etnies employees present included CEO Pierre André Senizurges and Vice President of Marketing Don Brown.
According to Public Relations Representative Stephanie Tufts, the event was mainly organized so the more mainstream publications would take notice of the company, write about it, and say, “Now I know what Etnies is about.”
It’s resulted in a lot of positive feedback and requests so far. “We accomplished what we wanted,” says Tufts.