Asphaltgold is one of the growing group of retailers and brands not participating in the Black Friday discount battles. Instead, the sneaker retailer is taking a stand against racism with a charity campaign. Under the motto “We all walk the same earth”, Asphaltgold sells 16 T-shirts in different languages. All proceeds will be donated to the European Network Against Racism.
With no Black Friday stress, Asphaltgold founder Daniel Benz took the time to talk about why the retailer isn’t running a sale this Friday, which sneakers are hot right now and how the company has been doing since it was acquired by the Swiss Arklyz Group as well as the sneaker trade in the current economic situation.
Asphaltgold does not participate in the Black Friday discount campaigns and instead produces slogan T-shirts against racism. How did this decision come about?
As Black Friday has also become firmly established in Germany over the past few years, we have noticed the great focus on retail on this day. Visits to the online shop increase massively from one day to the next. This was the reason for us to think about using this momentum for a statement that is close to our hearts. The cruel attack in our neighboring town of Hanau finally encouraged us in 2020 to forego price wars and sales and to use the attention of the sneaker community for something more important.
In the sneaker world, the topic of racism came into focus with statements by Kanye West. How do you deal with that as a retailer, did the Yeezys drop out of the range as a result?
We clearly distance ourselves from any kind of racism. Adidas has also decided this for itself and dissolved the cooperation with Kanye West. Accordingly, as of today, there will no longer be any Adidas Yeezys in collaboration with Kanye West. Neither with us, nor anywhere else.
Who or what could the new Yeezy be?
From my point of view, there will be no one-to-one replacement here – nor should there be. The sneaker and fashion world is shaped by individuality and thus remains interesting.
What models are selling well for you right now?
Fortunately, this question cannot be answered in one sentence, as the sneaker world is currently very diverse. In addition to retro basketball silhouettes such as a Nike Air Force, Dunk or New Balance 550, it is still the running styles of the 2000s that are very popular. Asics and New Balance are currently the strongest brands here. Gorpcore also continues to play a major role, represented by Salomon and Hoka, for example. Within streetwear, we also feel more demand for more “classic” non-sneaker models such as Clarks Wallabees, Dr. Martens 1461 or loafers.
Aside from the big names, which labels should we keep an eye on?
Aside from the big sports companies, Veja, Autry and Salomon are currently showing great sales figures and great growth.
In the online shop, many sneakers are offered at a reduced price even without a special promotion. Are too many new models being released, or why is that?
In our industry, we order goods seven to ten months in advance. This automatically means that not every topic and desire can be predicted with pinpoint accuracy. Still one of the talents of Team Asphaltgold for sure.
Does a longer-term sale also make it easier to forego Black Friday?
A year-round sale category probably has 99.9 percent of all sneaker and fashion e-commerce formats on its side. Indispensable for the reasons mentioned. Advertised sales campaigns bring a completely different momentum to the sale. Black Friday is the strongest and most established day of the year here.
Black Friday also means that the Advent season is just around the corner. How do you prepare for the Christmas business?
Sneakers and streetwear are year-round themes. Nevertheless, we are looking forward to the holiday season and, as always, have prepared a warm campaign for our community.
Do you notice the current economic situation among customers?
Not yet. Presumably, savings are currently being made on other topics. A sneaker or a new hoodie could probably still be in the sweet spot here. In other words – I’m going to forgo the skiing holiday, but treat myself to a few new kicks instead.
How will you close the 2022 financial year?
Happy and content.
Asphaltgold was taken over by the Arklyz Group in the middle of the year. What has changed since then?
Nothing has changed for us. For a long time we explored which strategic partner can offer us the greatest added value and we can continue to act independently. Including me, every colleague has the same responsibility as before. On top of that, we have the opportunity for a valuable exchange within the group.
Finally: What can we expect in the near future and what are your plans for the coming year?
After Black Friday, it’s time to recap, clean up your desk and plan for 2023. When we look back over the past year, we realize once again what a great job the team has done. We also evaluate and discuss potential and improvement opportunities here. In 2023, great promotions, events for our community, cooperations for everything to do with sneakers and, as always, interdisciplinary highlights await.
This interview was conducted in written form.