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You may have noticed earlier this year that the old
Athlete's Shoe, a fixture in the Suniland Shopping Center since 1975,
shut down and a New Balance store opened to replace it.
Kenny Sokolow checks out a New Balance sneaker
Kenny Sokowlow, president of the Athlete's Shoe, Inc.,
says he decided to make a major retailing move and shift away from
selling multiple brands of athletic footwear in favor of marketing a
single product line.
"What happened over the last five or six years is
that our customer base, because we're so customer service oriented,
was gravitating toward a better footwear, a better brand," said
Sokowlow. "We had a lot of doctors recommending us and most of
the doctors recommend New Balance. Literally every health car
professional podiatrist, orthopedist, neurologist, physical
therapist recommends New Balance because they're so orthopedically
correct and well made."
Sokowlow said he decided to experiment with a concept
store and because of its popularity selected New Balance.
"About two-and-a-half years ago, I opened a New
Balance only store," he said, "the first in Florida and the
first in the southeast. It was in the Aventura Mall and from the first
day it was a huge success; the right thing, the right product."
New Balance is the name of an athletic shoe company
based in Boston and the product is a longstanding favorite with
runners, joggers and walkers. The company has two factories in
Massachusetts, two more in Maine and another will open soon in
California. While for the most part the company's products are made in
the United States, certain components are manufactured in China and
shipped to the U.S. for assembly.
"That's because there are U.S. laws that won't
allow people to work with certain glues and adhesives," said
Sokowlow. "So, they have to make certain things offshore. But,
New Balance is primarily made in the United States and the quality of
the workmanship is much better. And, it's the only athletic shoe
company that makes variable widths."
Sokowlow says with New Balance footwear he is able to
fit customers who need a very narrow double A size to those requiring
a very wide 4E.
Sokowlow has been in the sneaker business since 1973,
when he and his father opened the first specialty athletic shoe store
in Coral Gables called the Athlete's Shoe. The small 400-square-foot
store carried all major brands -- Nike, Addidas, Puma, Converse,
Tretorn and New Balance and was an immediate success, as the
running craze in the U.S. took off following the 1972 Olympics.
Sokowlow rode the crest of the craze and opened stores in Kendale
Lakes and Suniland. As the enthusiasm ebbed, he consolidated in 1991
and kept only the Pinecrest store.
Now, as the baby boomers approach 50 and begin to search for the
fitness fountain of youth, he's expanding once again, only this time
he's putting all of his shoes in one basket and opening New Balance
concept stores. The stores carry nothing but New Balance products --
athletic footwear, apparel, running shorts, accessories, socks, hats,
bags.
"The Suniland New Balance store has been a
tremendous success," said Sokowlow. "We're focused on the
customer and we're still in a neighborhood atmosphere where we know
everybody from 25 years ago."
Sokowlow says the Aventura and Suniland New Balance
stores are only the beginning, that he will open a third store this
fall in Boca Raton in the Boca Town Center. He adds that he also is
eyeing West Palm Beach for a fourth store.
"Nothing but New Balance," said Sokowlow,
"everything from A to Z. I really believe from the bottom of my
heart that the New Balance product and the New Balance concept is the
best there is."
The Pinecrest New Balance store is located at 11521
So. Dixie Highway. For more information, please call 305-253-9002.
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