Phoenix Suns’ Langston Galloway reveals ETHICS sneaker company ahead of NBA Finals
After garnering match-by-match attention for his rare and exclusive sneakers throughout the Phoenix Suns playoffs, goaltender Langston Galloway has his biggest surprise yet ahead of Game 1 of the NBA Finals.
He unveils his own brand of sneakers.
ETHICS, a company jointly owned by Galloway and his wife, Sabrina, plans to tell the story of the 6-foot-1 shooting guard’s unlikely journey from Baton Rouge, Louisiana, to Saint Joseph University for a career of seven years in the NBA. He will wear an all-white version of his signature ETHICS LG 1 shoe throughout the final, with a full release of several colorways slated for fall.
“My work ethic has brought me to this point in my career,” said Galloway. “But the ethics started since I was a child to become an adult, to live my life and to live my dreams.”
His footwear contract with Q4 Sports set to expire last season and several companies on a spending freeze to sign new sneaker deals, Galloway spent most of the 2020-21 season as a sneaker free agent. Behind the scenes, he had decided to take matters into his own hands.
“I love wearing the brands, but the most important thing for me was to own them and leave a legacy for my son and daughter. It was my state of mind,” said the 29-year-old.
It describes a design, concept and branding process that began in early 2020, with hours spent on ETHICS increasing once the NBA season is cut short in March 2020 due to the coronavirus pandemic.
“Me and my maker went full steam ahead,” he said. “Talking everyday, sharing sketches, and then once COVID happened we were on a call or Zoom everyday. Once we got in touch with the factories, we got the molds, different details. that we wanted to have on the shoe and the test samples – that was a lot of countless hours of round trip. “
Used to his nonstop travel and training schedule during the season, his wife had a different perspective.
“The best part is that while you had to pivot with communication, you were also sitting at home with us,” said Sabrina Galloway. You literally said, ‘Let me just dig 10 toes deep, because I can’t go anywhere or do anything. “”
After “having a billion different questions” for factory partners and finally getting physical samples of the shoes in his size 12.5 to try on, tinker with, and adjust along the way, Galloway and his wife also focused on brand, marketing and potential. outside the company.
This led Galloway to enroll in the joint Harvard Business School and NBA program “Crossover into Business” in February. The three-month course pairs professional athletes from a variety of sports with Harvard MBA students.
Registered athletes gain insight into business and partnership structures at a high level, while receiving advice and feedback on specific projects they are pursuing.
“It was a huge game!” he said. “The group I had helped me with ideas, but also I was able to review cases on start-up companies.”
Galloway says he’s priced his shoe in the $ 100 to $ 120 range, to appeal to “kids who’ve been through similar things.” The design of its first LG 1 model is a blend of the familiar and the avant-garde, “a way to compliment all the nostalgia and all the shoes I’ve worn in my past,” he added.
The brand name is also decidedly more of a global concept, with the possibility for other athletes to join them on the road and create their own signature shoes under the ETHICS umbrella.
As more players at all levels of the league examine their marketing and branding, Galloway mentions how companies like Lavar and Lonzo Ball’s Big Baller brand have made players think outside of the box and view the game. ownership versus approval in all their transactions.
“They were definitely pioneers,” he said.
As his Suns faced the Milwaukee Bucks in Game 1 of the NBA Finals on Tuesday night, Galloway revealed he received his finalized pair of LG 1s several weeks ago.
“I was like, ‘I have to put this on the pitch,'” he said. “I thought, ‘Well, I’ll wear it on the first round.’ No, we’re doing fine in the first round. “The second round?” No, we’re about to sweep. “OK, third round?” I think we’re going to qualify for the final.
“We have a very good team and a very good race here, so it’s the perfect timing and exactly what I wanted, to make the final. You couldn’t ask for a better story to get them out.”