Former Division One athlete Justin Schneider revolutionizes men’s dress shoes by combining luxury aesthetics with athletic comfort through his brand, Wolf and Shepherd.
Justin Schneider’s journey into the footwear industry began after his collegiate career as a Division One track and field athlete at Notre Dame. His initial foray into athletic footwear started at Adidas, where he was immersed in designing shoes that utilized cutting-edge performance technology. After graduating, Schneider began to ponder a significant question: why couldn’t men’s dress shoes offer the same level of comfort as running shoes? This contemplation led to the creation of a unique hybrid footwear concept, merging the aesthetics of luxury dress shoes with the functionality of athletic shoes.
In 2014, while residing in Jacksonville Beach, Florida, Schneider prototypes this innovative design by affixing the foam heel from his running shoes to the sole of an old pair of dress shoes. His first public display came shortly after at a weekend trunk show hosted by Bob Rosenblum at Rosenblum’s. The timing was particularly challenging as his wife, Hope, was due to give birth to their first child the same weekend. Schneider recalls, “The only problem was that my first child was due to be born that weekend.” He attended the trunk show with his father, before rushing back to welcome his new daughter, returning the next day to Rosenblum’s where he sold a handful of pairs. This experience taught him valuable lessons about customer preferences and the importance of partnerships with retailers.
Determined to grow his collection and refine his understanding of the market, Schneider took an unconventional step by applying for a position in the shoe department at Nordstrom in Jacksonville’s Town Center Mall. Leveraging his prior experience as a designer for notable brands such as Adidas, New Balance, and Reebok, he quickly garnered attention during training. However, his day ended abruptly when a floor manager spotted his prototype Wolf and Shepherd shoes in display, leading to what Schneider referred to as his “first and last day working at Nordstrom.”
Dissatisfied with the traditional avenues of sales, Schneider devised a bold marketing strategy – he reached out to a competitive marathon runner and sponsored him to wear Wolf and Shepherd dress shoes in an upcoming half-marathon in Atlanta, just two weeks away. After contacting over 200 publications, only one, a contributing writer at Forbes, engaged with the story. The runner not only competed but won first place out of 800 participants. This unexpected victory generated significant media attention, with the headline “Man Wins Marathon Wearing Dress Shoes,” leading to coverage from an additional 52 publications.
Since its inception, Schneider’s business has considerably expanded. The focus remains on delivering “uncompromising comfort,” featuring qualities such as cushioning, breathability, and lightweight materials, all while maintaining elevated style. The price range of the shoes varies, from $175 for knit sneakers to $445 for Italian leather uppers, with most products retailing in the mid-$200s.
Despite currently transacting primarily through specialty retail stores, which account for only 8 percent of the business, Schneider anticipates growth in this area, projecting it to rise to between 35 and 40 percent within the next five years. Schneider emphasizes the potential for independent stores, noting, “The benefit to independent stores is the three million people monthly who get messaging from our site, many of whom would prefer to shop for footwear in a physical store.” He believes that while many menswear stores feature luxury and running shoe categories, there remains a market gap for stylish athletic footwear suitable for various occasions.
Schneider recently showcased his products in a flagship store located on Madison Avenue in New York City, boasting a 1,200 square-foot space where customers can get their feet electronically measured and try on various styles. For any inquiries, Schneider’s contact information is available for those interested in learning more about Wolf and Shepherd’s offerings.
Source: Noah Wire Services
