Expanded Etnies Girl Team Continues Focus On Growth, Brand Strengthening AndStaying True To Its Core
The Best in the Industry on Board to Take the Brand to New Heights
(Lake Forest, Calif., October 18, 2005 – In response to rapid growth insales and new product offerings, etnies Girl, manufacturer of action sportsfootwear, apparel and accessories, is pleased to announce several newadditions to their innovative team. The etnies Girl brand launched in 1998as a girl-specific extension of the authentic etnies skate brand owned bySole Technology. Although the brand has experienced remarkable growth,seeing a 23 percent increase in global sales last year, it remains true toit solid action sports heritage.
To meet the demands of the growing brand, etnies Girl has added fiveaccomplished new team members entrenched in the action sports lifestyle.”The global momentum of etnies Girl has been tremendous and with theincreased focus and specialization, we expect to take things to completelynew levels,” says Don Brown, senior vice president of marketing. “SoleTechnology has always been proud of having the best employees in thisindustry who really understand the unique nature of action sports by livingit. Welcome to the family!”
Julie Shumaker was hired as the etnies Girl brand marketing manager tocreate synergy and cohesion between all departments and to plan andfacilitate the brand strategy. “I am excited for the opportunity to be partof such a strong and respected company,” says Shumaker. “I am dedicated tothe brand, staying true to who we are and look forward to working with ourtalented etnies Girl brand team to further enhance our brand’s growth.”Shumaker brings nine years of experience as the director of marketing forThe LAB and The CAMP specialty retail projects to her new position. Herpersonal passions parallel that of a typical etnies Girl, as she’s all aboutsnowboarding, music, art, photography, world travel and giving back to thecommunity.
Julie Gormick has joined the team as the etnies Girl domestic sales manager.Gormick has a rich history in action sports, serving as a salesrepresentative and then territory manager for Smith Optics for the pastseven years. “I look forward to keeping my fingers on the pulse of what’sgoing on in the marketplace and continuing to build upon the success ofetnies Girl,” says Gormick. In her new role, Gormick will manage thedomestic etnies girl sales team and serve as liaison between sales reps,retailers and the brand team. Outside the work place, Gormick has had along-standing love affair with snowboarding, having been one of the onlydaring females “back in the day” on the hill with the boys with only herpink beanie to show her femininity as girl-specific outerwear was still onthe horizon.
Rounding out the team, in addition to the “Julies,” three additional newetnies Girl team members include:
Eunjoo Kim is the new apparel designer, who was most recently the headjunior’s designer for Ezekiel Clothing. Prior to Ezekiel, Kim also workedat Paul Frank and Split. Beginning her career behind the counter of a surfshop, Kim has worked her way through the ranks over the past eight years.When not creating new looks for each season, Kim can probably be foundshopping, hearing the latest bands or out riding on the hill (providedthere’s fresh powder).
Mathilde Arvard, a new addition to the footwear design team, was previouslythe accessories designer for etnies Girl. She will now focus her talents ondesigning shoes and sandals for etnies Girl as well as girls technicalsnowboard boots for Sole Technology’s snowboard boot brand ThirtyTwo.Arvard’s inspiration stems from her love of traveling, golfing, learningother languages and reading.
Tammy Checkwood is the new surf product manager overseeing the complete lineof sandals for both girls and men. Checkwood’s talents were honed first atReef, where she was only the third person hired in the product developmentdepartment, and most recently at Vans. Avoiding “the real world” aftercollege, Checkwood’s foray into action sports began at a San Diego surfshop, which paid the way for snowboard trips and learning to surf. Aperpetual sandal wearer, her evolution into a sandal product developer wasinevitable.
Each new hire brings a solid and unique history of experience within theaction sports industry. With fresh ideas rooted in understanding actionsports culture, the new etnies Girl brand group will continue to propel thebrand forward into the next era of etnies Girl.
About etnies Girl
etnies Girl is an authentic action sports brand grounded in youth, fun,independence and the spirit of skateboarding. In 1998, stemming frometnies, the authentic skate footwear brand, etnies Girl began offering afull line of footwear, apparel and accessories with global appeal for theindependent, creative and fun-spirited girl. etnies Girl also sponsors anaccomplished team of athletes who personify the brand’s philosophy: ElissaSteamer and Lauren Perkins in skate; Jodie Nelson and Mary Osborne in surf;Leanne Pelosi, Janna Meyen and Alexis Waite in snow; and Tarah Gieger andSarah Whitmore in motocross. For more information, visit etniesgirl.com