Directly opposite the Nike store in the Golden Hall in Maroussi, the first Ena Athletics store with main shareholder Alexandros Latsis will start operating from today, November 15, 2024, offering only one product: the first high-end sports shoes specifically for “born of Greece” running enthusiasts.
In addition to the location of the store, the “detail” that Peter Ruppe, with long experience at Nike, the American sportswear giant, is also investing in the new company together with his second son Spyros Latsis, makes the project almost fictional.
Who invests in Ena Athletics
In the company Ena Athletics, the creation of which the OT had mentioned in its publication, in addition to Alexandros Latsis, who deals with venture capital, start-ups, investments in high technology, digital gaming on mobile phones and even with media especially for children, and Peter Ruppe, co-investor is the award-winning Italian shoe designer Manuele Bianchi, with 20 years of experience designing sportswear for leading houses such as Trussardi, Jean Paul Gaultier, Ungaro and Donna Karan.
Manuele Bianchi is the designer of the supershoe, which “draws inspiration from our country’s heritage and sporting values”, with its production base located in China.
The administrative leader of the new company, which aspires to dynamically enter the competitive sports goods market by expanding its product range and its network of physical stores in the long term, is Thomas Thomaidis, with a long tenure at Ocado Retail in Britain.
He is also a “minor shareholder” of the company, as he told OT during yesterday’s premiere at a brilliant event at the Olympic Museum, in the presence of leading Greek athletes, such as Panagiotis Giannakis, Nikos Kaklamanakis, Pyrros Dimas, Fani Chalkia and marathon runners Maria Polyzou and Kostas Houvardas, who has competed in 54 marathons around the world, as key brand ambassadors.
Marathon tested
Ena Athletics sports shoes with an advanced carbon fiber plate were tested outside the labs and in real conditions, as a few days ago they ran in the Athens Authentic Marathon with 300 runners wearing them.
The goal is that next year in the Authentic Marathon many more people will wear them by choice, having won the trust of people who run more “professionally”.
Selective partnerships
In addition to the boutique monobrand store, the company plans to place the supershoe in selected locations of retail chains specialized in performance sports goods.
It is possible that in a later year, according to Mr. Thomaidis, the range of the company in terms of the codebook will be expanded, both in the direction of athleisure and in other sports besides running.
It should be noted that there is currently only one unisex model available, in a range of six colors inspired by Greek nature, worth 230 euros.
In addition, in addition to Ena’s physical store, the company’s e-shop will soon start operating.
Source OT
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