1 00:00:01.800 --> 00:00:05.650 You know, you can be really good at something 2 00:00:06.450 --> 00:00:10.450 And then there's someone that has a feel for something 3 00:00:10.750 --> 00:00:11.800 They just get it 4 00:00:11.800 --> 00:00:12.900 They understand it 5 00:00:12.900 --> 00:00:14.100 They know it 6 00:00:14.110 --> 00:00:16.150 (ABOUT GENTRY: THE MAKING OF CODE) 7 00:00:16.350 --> 00:00:17.350 G Money 8 00:00:17.350 --> 00:00:18.100 Gentry 9 00:00:18.100 --> 00:00:18.802 Gentry 10 00:00:18.802 --> 00:00:19.550 G Money 11 00:00:19.550 --> 00:00:20.400 G Money 12 00:00:20.400 --> 00:00:21.500 Gentry, my boy 13 00:00:24.100 --> 00:00:27.350 G was at the top of the list of people that we wanted to bring in 14 00:00:27.350 --> 00:00:30.000 (Larry Miller, Former president of the board, Jordan) He was a part of the original Jordan team 15 00:00:31.250 --> 00:00:33.400 He came in and never looked back 16 00:00:33.400 --> 00:00:36.400 Led a lot of different parts of the business on fire in the process 17 00:00:36.400 --> 00:00:40.600 (Howard White, Jordan Brand VP) You know, probably the king of consumer insight 18 00:00:41.000 --> 00:00:43.850 I mean, we were early days trying to envision brand Jordan 19 00:00:43.850 --> 00:00:45.900 There's no way we would have seen where it went 20 00:00:45.900 --> 00:00:48.050 You know, we knew it was going to go somewhere 21 00:00:48.050 --> 00:00:49.500 But Gentry took it there 22 00:00:50.000 --> 00:00:53.850 When we started it as a separate brand, 23 00:00:53.850 --> 00:00:56.050 it was a $160 million business 24 00:00:56.300 --> 00:00:59.350 And then obviously it grew to what it is today 25 00:01:00.250 --> 00:01:03.350 That's, you know, above $6 billion 26 00:01:04.413 --> 00:01:06.263 (THE MAKING OF CODE) 27 00:01:06.263 --> 00:01:09.050 Millennials are now becoming adults 28 00:01:09.050 --> 00:01:13.150 Sneakers aren't always going to be relevant 29 00:01:13.150 --> 00:01:15.750 if you're going into a hedge fund guy 30 00:01:15.750 --> 00:01:17.400 Like, you've got to look the part 31 00:01:19.350 --> 00:01:22.300 This is a brand that's called CODE by Gentry 32 00:01:22.300 --> 00:01:24.000 What CODE does, 33 00:01:24.000 --> 00:01:26.900 it allows this consumer to meet everything that they had 34 00:01:26.900 --> 00:01:28.700 in the sneaker world with comfort 35 00:01:28.700 --> 00:01:33.200 But yet with the sophistication and elegance and styling 36 00:01:33.200 --> 00:01:36.450 that allows them to dress themselves up 37 00:01:40.700 --> 00:01:43.000 One of the things Gentry really taught me 38 00:01:43.000 --> 00:01:44.350 (Josiah Lake, Former footwear business director of Jordan) and he lived by was, 39 00:01:44.350 --> 00:01:47.100 (& current VP/GM of CODE by Gentry) you know, we're building this brand for the consumers first 40 00:01:47.100 --> 00:01:49.400 And we need to make sure that we hear their voice 41 00:01:49.400 --> 00:01:52.400 He always challenged us to look outside of our industry 42 00:01:52.400 --> 00:01:55.000 and try to find inspiration in unique places 43 00:01:55.000 --> 00:01:57.250 You know, cars, planes 44 00:01:57.550 --> 00:02:01.000 Anything and everything can be inspirational 45 00:02:01.400 --> 00:02:03.700 The fun stuff for me is the creative part 46 00:02:03.700 --> 00:02:05.900 That, you know, that is the fun part of it 47 00:02:06.000 --> 00:02:07.600 Gentry's mindset was always, 48 00:02:07.600 --> 00:02:09.350 if you're looking at what the competitor is doing, 49 00:02:09.350 --> 00:02:11.000 you're going to end up looking like them 50 00:02:11.000 --> 00:02:13.300 And so look at something that's totally different 51 00:02:13.300 --> 00:02:19.050 I've helped design products from hummingbirds that I've looked out a window and saw 52 00:02:23.000 --> 00:02:27.500 And throughout the entire journey that consumers will go on with this, 53 00:02:27.500 --> 00:02:30.050 they'll understand all of the details 54 00:02:30.050 --> 00:02:35.000 The traction pattern that we used on the shoe actually spells out the word CODE 55 00:02:35.000 --> 00:02:37.900 They actually have these elastic laces 56 00:02:37.900 --> 00:02:41.000 that allow you to wear the shoe as a slip-on 57 00:02:41.000 --> 00:02:44.050 We intentionally made that sock liner red 58 00:02:44.050 --> 00:02:48.100 We want every customer to feel like they're walking on a red carpet 59 00:02:51.000 --> 00:02:55.450 I think there's something very, very unique about the space that CODE is going to fill, 60 00:02:55.450 --> 00:02:57.350 and authentically so 61 00:02:57.350 --> 00:03:00.200 No matter where you go, there's a dress code 62 00:03:00.200 --> 00:03:04.100 And we want to make sure that the footwear that we create 63 00:03:04.100 --> 00:03:08.350 allows this consumer to meet the dress code no matter where they are 64 00:03:09.011 --> 00:03:13.560 (CODE by Gentry)