Two brands are better than one (2002-2010)

Jan and I revisited the two brand strategy ourselves, not fans of long-winded names we launched GRUBS® and positioned the brand in the higher end sporting market from £90-£150.  I approached Vibram® who had just begun making their outsoles in a third-party factory in China.  They only had one sole called ‘multi-sport’ which had a Moulded EVA midsole and rubber outsole, we chose this to create the worlds first rubber boot with a Vibram sole.