Fabled, a narrative retailing company that develops or purchases rights to compelling stories and narrates them through signature sneakers, original content and impact initiatives, launches today with an exclusive deal with the family of John Wooden, who many consider the greatest coach in the history of sport. In honor of Coach’s Los Angeles roots, the “Wooden” high-top sneaker is being released early at Fabled’s pop-up studio in Westwood Village from Nov. 2 – 17. Rare Wooden memorabilia will be on display. On November 24th, Fabled and its debut sneaker will launch nationwide on FabledInc.com.
“Coach’s teachings are counterculture in today’s ‘look at me’ world,” said Fabled’s founder, former Major League Soccer champion, Thor Roner. “People are living comparative lives through social media and it is leading to unhappiness – especially in youth. We want to raise awareness of his message that success has nothing to do with fame or validation on Instagram.”
The “Wooden” sneaker features:
High-top collar technology that uses stitchless quilted foam and an achilles cradle made from basketball uniform material
Silhouette inspired by early basketball lasts
Feather-light, weighing in at 7.5 ounces
Thematic details like Wooden’s signature eyeglasses hidden in the logo
“We wanted to create a sneaker just as self-assured, detailed and humble as Coach,” said design advisor for the “Wooden” sneaker Benjamin Shaffer, an Apple designer who is known for spearheading the development of Nike Flyknit technology while at Nike.
In support for John Wooden’s love of poetry, Fabled is using hip hop vernacular – modern-day poetry and the indisputable soundtrack of basketball – to introduce Coach Wooden’s teachings to new generations. Fabled is running the Wooden Global Block Party that will feature a variety of original and exclusive content, including a John Wooden song by the band Warm Brew of Red Bull Records; a competition for artists and fans to submit raps, rhymes or riffs; an article by Professor Adam Bradley, the author of The Poetics of Hip Hop and the New York Times bestseller One Day It’ll All Make Sense, a memoir for the rapper and actor Common; and more.
As a direct-to-consumer company, Fabled’s Wooden sneaker is available for $89 at the pop-up studio from Nov. 2-17 and on FabledInc.com starting November 24. Colorways include Heritage Blue and Jet Black. Customers can also upgrade their order with the national bestselling book Wooden delivered in their shoeboxes. Every Wooden purchase contributes to Milk + Bookies, a nonprofit for children’s literacy.