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CounterKicks Interviews: Jia Su, CEO Of PEAK Sports USA

Interview with Mr. Su Jia, CEO of PEAK Sports USA.

With the rapidly emerging athletic footwear market in China providing a platform for growth for global sports conglomerates, the reverse is also taking place with Chinese brands and the American consumer. In the highly competitive basketball shoe market in┬áparticular, we’ve seen brands like Li-Ning, ANTA, and Luyou all make plays for NBA player endorsements. In this past 2010-11 NBA season, one Chinese brand managed to put its logo and product on enough NBA feet to call itself the No. 3 footwear sponsor in the NBA. That brand is PEAK, who have planted their official North American headquarters in Los Angeles (with a 2011 NBA All-Star weekend unveiling) and is gearing up for a US retail launch later this year. We chat with PEAK Sports USA CEO, Jia Su…


CounterKicks: PEAK officially opened up its Los Angeles-based North American headquarters and showroom to media during the 2011 NBA All-Star weekend festivities. What does this mean for your company?

Jia Su: This is a good start. Obviously, it’s big and important for us. With it being All-Star Weekend, we had three players that are All-Stars. It’s a first for a China brand, so it’s very big.

CK: PEAK is currently the No. 3 endorsed footwear brand in the NBA. Did you have athletes you wanted to target for team PEAK?

Su: Yes, we want to try to sign more players. We want more of the league.

CK: When are you hoping to launch in the US market? Any aims?

Su: We talked to a lot of potential distributors to get our products for sale. Hopefully later this year.

CK: How do you think PEAK is different from other companies in the market now?

Su: We try to learn from the big boy companies such as Nike, adidas and some other brands to learn more and give something new.

CK: How do you change or market a shoe for the American market versus the Asian market?

Su: Yeah, the marketing here is totally different. We hired American designers to improve our products. All of the products selling in America are special designs by Americans.

CK: Will those products be available in other markets or just North America?

Su: Just North America.

CK: What sort of price range will PEAK be looking to compete at?

Su: Based on Nike’s price range, we are more expensive than other Chinese brands, so maybe in the middle.

CK: With the players that you signed, are they are going to be having specific pro signature models?

Su: Yes. And every year, we have a championship that we promote every year. We promote our players all over the world.

CK: What else should consumers know about the PEAK product?

Su: We have some technology that others don’t have. The most important is called the Cushion-3. We also have some other technologies.

CK: Will all the shoe models be available at the same time? Will it be the full product lines at once?

Su: Depends if the players are using them and what the stores order.

CK: How do you think PEAK is different from other Asian-based footwear brands that are coming into the market right now?

Su: Our company most importantly has 13 NBA players. Also, we have five factories in China. So maybe other Asian companies like Li Ning are not as big as us.


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Category : CounterKicks, Features, Interviews, PEAK

Comments (5)

I don’t like that their price point is gonna be more on par with Nike and not Li-Ning but this will not discourage me from buying PEAK cause I really love their shoes

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I think the wording of that could be misinterpreted, but in China, brands like Nike and adi are the most expensive with Chinese brands like Li-Ning and PEAK sitting below that level in a mid to upper tier product range. So I would imagine PEAK’s US releases will be on par with what Li-Ning is currently doing.

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hope u guys bring back out the Artest 2 those i really like but never got a chances to get it…

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I don’t think that they’re more expensive than any other Chinese brand. Maybe, but not Anta. The Anta KG1, here in my country, almost have the same price with the LeBrons. But I don’t know if that’s a bad thing or a good thing. LOL. :))

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I hope PEAK USA will operate boutiques in the Philippines. They mostly sell PEAK footwear here that are not American-designed.

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