WWD.com/footwear-news/people/fn-spy-esquivel-talks-tumi-tweet-of-the-week-6876215
people
people

FN Spy: Esquivel Talks Tumi... Tweet of the Week

The California designer has a new gig with the luggage brand.

By
with contributions from Jocelyn Anderson, Gerald Flores
people/news

Excess Baggage
George Esquivel has a new title: creative director of Tumi luggage. The designer now balances his duties at the brand with creating his own footwear designs for his eponymous label. And that means jetting back and forth between his home base of Los Angeles and Tumi’s design headquarters in New York. “I have so many ideas, and I only make 4,000 pairs of shoes a year, even though it seems like I do a lot more,” said Esquivel, who most recently consulted for Fratelli Rossetti. “That’s when collaborations come in, and working in other media.” But would Tumi launch shoes? “I don’t know,” he said. “Right now, we’re talking about how to grow and capture more of the audience.”

Born in the ’90s
Fila is taking a trip back in time. To celebrate the relaunch of its 96 basketball shoe — one of the original signature sneakers worn by NBA player Grant Hill — the sports brand released a 1990s-themed mixtape. Created by DJ Mode, the playlist features hip-hop masterpieces from the likes of Jay-Z, Biggie Smalls and A Tribe Called Quest, and was distributed on a cassette tape-shaped flash drive at Fila’s 96 launch party in New York. “The goal was to create a whole sensory experience to bring everybody back to 1996, one that people could connect to on several levels,” said Louis Colon III, lifestyle footwear product and marketing manager.

Tweet of the Week...
Tiger Woods is back on top. And despite major controversy over an online Nike ad last week, the athlete still felt the love from fans, including one music icon:
@BetteMidler: Tiger Woods, Number One again! Hey, I remember the feeling!