Watch out Complex, you’re not the only network with a focus on the world of sneakers, there’s a new media company in town who plans to make its name synonymous with sneaker culture. Dermot McCormack, former President of AOL TV, has partnered with “The Voice” exec producer Audrey Morrissey, Ivan Dudynsky, and Brandon Rochon to create SNKR Inc, a media company dedicated to producing premium content centered on sneaker culture.
The company, which has eight full-time staffers and offices in New York and Los Angeles, is part content studio and part brand agency, with the motto “while every sneaker has a sole, every soul has a story.” The team hopes to take the $60 billion industry by storm with its slate of original content, which at launch includes “The Come Up,” an animated series about visionaries in the sneaker world; “Shine,” a series dedicated to females making a difference in the shoe game; and “The KickBack,” a weekly podcast.
The content, which ranges from short-form (30 seconds in length) to long-form (30-plus minutes), will live on small screens rather than TV, because according to the team, the new wave of media companies will “look nothing like ABC or Fox.”
Currently, Snkr Inc’s content is being self-funded because the company wants to make sure its content is authentic and relevant, and then “the advertisers will come,” Rochon told Adage in a recent interview.
Currently, SNKR Inc streams on Roku TV with plans to distribute on Apple TV, Amazon Fire, iOS and Android.
“The sneaker business is thriving. SNKR INC is built to reach young, influential consumers with engaging content that’s culturally relevant in their daily lives,” said McCormack. “With our unique positioning in the market as the only video-first sneaker channel, we are projected to distribute our content across all screens by the end of this year.”