George Schott

george_websiteVice president Sales & Marketing Injinji

Topic: Cracking the US market



Entering the US market for European brands is a daunting prospect. The shear size of the market make it a must go to for brands with global ambitions and yet understanding it and getting the initial launch right while being based on the other side of the Atlantic mean for many brands this is the most difficult geographical expansion that they will have to make. As a brand you only really get one clear opportunity to enter the market, if you have to try again then your brand will already have an associated reputation. George will use his knowledge gained over many years of launching brands in the US market to explain what brands need to do to be successful in this challenging market.



After graduating from Lehigh University with a Bachelor of Arts degree, George joined McCaffrey & McCall, New York, part of the Bates Worldwide advertising group. Rising from Account Supervisor to Vice President he worked on blue-chip accounts including Mercedes-Benz, Foot Locker, Miller Genuine Draft and Sudafed. He then moved to the Brownstein Group a Boutique advertising, marketing, and public relations firm before joining Native eyewear as one of its founders and Vice President of Sales & Marketing. George stayed with Native for ten years until it was acquired at two-time’s sales in 2008. Later that year he started 3-2-1 Launch Consulting to assist entrepreneurs in launching products and brands into the US Outdoor and Winter Sport market, with a primary focus was on businesses within their first five years of existence.  Clients included: Switch Vision, a premium line of sunglasses: Injinji Performance Socks, a patented line of performance toe socks designed for the outdoor enthusiast: CuffSox, a patented line of socks designed for heavy outdoor use and Ice Trekkers, a line of personal traction devices. Recently George moved back across into brand management and away from consulting, to become VP of Sales & Marketing for one of his clients, Injinji Performance Toe Socks. With his wide ranging experience in helping brands to launch and grow, George brings a wealth of first-hand experience and knowledge on what does and does not work in the US outdoor market. Married for 17 years, with three kids, his hobbies include hockey, golf, hunting, scuba and the movies.

Injinji® is the innovator behind the patented “Original Performance Toesock™” for runners and active outdoor enthusiasts. Injinji, pronounced (In-gin-gee), which means to reach one’s peak of performance, is dedicated to helping athletes attain their personal best by offering a seamless, five-toe-sleeve anti-friction interface that allows the foot to perform naturally and efficiently inside any shoe.
In 1999, Injinji set out to redesign the basic structure and shape of the traditional sock to enhance the function and freedom of the foot while inside a shoe. The result is the Performance Toesock – an interface that combines the comfort and dexterity of bare feet with the added protection of a seamless sock. The company received the coveted Seal of Acceptance from the American Podiatric Medical Association for its Performance Series in 2008, and again in 2010 for its EX-Celerator™ Compression Toesock.
Injinji  currently sponsors many athletes who compete in various sports, such as ultra-running, trail running, triathlons, cycling, golf, baseball and lacrosse. Injinji also donates toesocks to races and events across the U.S. that help promote a healthy, active lifestyle.
The company is headquartered in San Diego, California and is privately owned.

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