How the brand’s new strategic owner aims to return Rocket Dog to its heyday.

Despite ownership changes, shifting fashion cycles and the rise of larger competitors, Rocket dog has always been the quintessential Southern California footwear brand.

Now, ahead of its 30th anniversary in 2027, the label — which has Y2K roots and retro cred working in its favor — is revamping product and marketing to become more competitive with the critical Gen Z consumer. It continues to bank on classics like the platform flip-flop and wedge cork- bottom shoes, while prioritizing innovation, with a new athletic launch planned for next year.

According to Matthew Choi, president of Top Pick Global, which acquired the brand in September 2018 from private equity firms Golden Gate Capital in San Francisco and Circle Peak Capital in New York, the brand is now back on track after veering off course under private equity ownership. During that era, the business model had evolved toward a “reactive, fast-fashion” focus that didn’t fit its origins, Choi said.

Thanks to solid financial backing, Rocket Dog is ready to make a bigger statement again. Top Pick’s owner, who wishes to remain anonymous, is a high-net-worth, strategic foreign investor, according to Choi.

“The company was bought out opportunistically by a very well-resourced owner who has one of the best and largest manufacturing capabilities that I’ve ever seen from a sneaker side,” Choi said, adding that the owner believes in the label’s heritage.

“He’s built Rocket Dog shoes since the very beginning, so he’s highly invested in [returning the brand] back to its glory days,” Choi said.

Source link