Dr. Scholl’s is on its way to sneakerhead haven Sportie LA on Feb. 1 for the 30th anniversary of the Los Angeles store. James Sowins, creative director of Dr. Scholl’s, and Sportie LA Co-Founder Isack Fadlon came together on five limited-edition Original Exercise Sandals to be sold exclusively through Sportie LA’s Melrose Avenue store and online for 45 days, after which time the sandals will be available for purchase on the Dr. Scholl’s website.
“This partnership made sense for many reasons, but chief among them is the authenticity that both brands pride themselves on as well as their commitment to the harmony of style and function,” Sowins says, adding, “When you combine a store and brand with so much heritage, it feels natural to use the Original Exercise Sandal, which was created more than a half-century ago.”
A launch event will take place Feb. 10 at Sportie LA’s Melrose Avenue location, where street artists will be on hand to create graffiti artwork for the sandals. The winning design, as voted by event attendees, will be produced by Dr. Scholl’s and sold exclusively at the store. In addition, attendees will also have the opportunity to have their own pair of Original Exercise Sandals designed by an artist. Adds Sowins, “Sportie LA has been such a great partner and we hope to find another project that makes sense for both brands to work on in the future.”
