If personality sells, the Locker70 will be a big hit

by
Cameron
Potts

When analogies describing a new athletic shoe include characters like Moses and Anna Kournikova, you begin to expect a lot. But that’s what officials at In-Stride, inc. are saying about the Next Up Locker70.

The Next Up Locker70 racquetball shoe is unique in many ways, from its patented UFIT lacing design to the fact it was named after a player who has yet to crack the top-10 pro rankings.

Mike Locker is the upper Midwest’s long-reigning racquetball king, currently ranked 11th on the IRT lineup. The Next Up trademark is a direct reference to challenge courts, and the Locker70 is named after the player and his year of birth. It’s been a whirlwind few months for Locker to say the least, from discussing product endorsements with a variety of companies, to having a shoe with his name on it.

While Locker has been in and around the game for more than 15 years, traveling to national and international competitions that have gained him valuable name recognition, he isn’t Sudsy Monchik or even Marty Hogan. But then again, they aren’t Mike Locker, and maybe that’s the point.

In-Stride Inc. President Kent Anderson said Locker brings national name recognition, is ranked near the top-10 professionally, and at the time, was the top ranked amateur player in the country. “What we saw was an athlete excelling at both ends of the spectrum,” Anderson said. “He is charismatic, a good communicator and an established name. One of the things Mike has done professionally is to teach lessons. He has already proven he can talk to players and market to the everyday racquetball player.”

Through a Minnesota racquetball player and In-Stride investor, Locker was put in touch with company executives. They were looking to develop a new athletic shoe, and Locker threw in the idea of doing a racquetball shoe. Last Christmas, thinking a new shoe might benefit the sport and gain himself a new sponsor, Locker never envisioned his name on the canvas. By February 2000, Locker was looking at a prototype of the Locker70.

Some might say it was luck; others timing. In reality, it was a bit of both. A product management firm in San Antonio, In-Stride is slowly breaking into various athletic shoe markets. Anderson says they aren’t Nike or another major conglomerate that can just punch out sneakers like cookie cutters, so they have to pick their spots. While they are working with professional basketball player John Starks and the CBA on a basketball shoe, they also market a new sneaker for the burgeoning sport of cheerleading. For a company targeting niche markets, racquetball seemed like a perfect avenue on which to “tread.”

At 30 years old, Locker has been around racquetball long enough to know that even Michael Jordan’s name on the shoe wouldn’t help if the product was less than stellar. Primarily a racquetball shoe, the Locker70 incorporates an reinforced toe to make the shoe more durable for players who drag their feet on serves, improved traction and added cushioning to prevent lower back injuries. But the key to In-Stride’s designs is the UFIT technology, developed by Adam Oreck of Minneapolis.

The UFIT lacing design features a unique fit and closure system where the lace passes through eyelets that are attached at the sides of the shoe, allowing the foot to be cradled. Anderson says it’s like the sandals you’d see in the movie “The Ten Commandments.”

“The sandals he (Moses) wore laced up to the knee. The reason the sandals laced up as high as they did is because you didn’t have an outsole or an insole, all you have was the sole (on the bottom of the foot). That had to work in concert with your foot because if it didn’t, you’d get rocks in there and you’d hurt your foot,” Anderson said. “To be able to lace that up tight, you had to spread that lacing pressure over a greater surface area or you would cut off the blood pressure to the foot. It is really a simple idea that has been around for thousands of years. It really feels good.”

The lacing makes for a more snug fit, so a player’s foot won’t shift, alleviating possible discomfort and injuries. But the design had to be comfortable, and practical. Locker tested several designs and prototypes, offered his input and expertise until they all agreed the Locker70 was ready.

“I still have not figured it all out. My name isn’t Monchik and I don’t have the national championships under my belt. The fact that I am not even in the top four makes this a little bit overwhelming. But a lot of marketing is about personality. I’ve met a lot of people over the years and I’ve never burned a bridge.”

This is where the Anna Kournikova angle comes in. Pointing to tennis, Locker says a player like Kournikova, who has never won a professional event, is eminently marketable because of her looks, personality and appeal. Locker knows he is not a gorgeous blonde who looks good in a skirt, but he feels his name, ability and personality will help to make the shoe a success.

“I’ve been traveling the country since I was 11 years old, promoting the sport and playing exhibitions. Even before this shoe idea came along, I’d talk to people at tournaments, stay around to the end, help out, meet people,” he said. As part of his Pro Kennex contract, Locker always takes time to promote racquetball, either on tour, or as a teaching pro at Southview Athletic Club in his home city of St. Paul. 

Locker has been signed by In-Stride for the next three years. In-Stride is also making a big push into racquetball, making the Locker70 the official shoe of the IRT. The season is only just beginning, but Locker can already say it has been a successful year. He plans to concentrate more on the tour, on winning and promoting the shoe. No matter how many clinics and appearances he makes, the athletic shoe that bears his name can only benefit if he makes a series of semi-finals and finals, and if he climbs in the rankings. 

The Next Up Locker70 will be unveiled in full-force at athletic and clothing stores this Thanksgiving for $79.95. For more information, contact the company’s Web site at www.nextupshoeshop.com.