Business & Brand Building
Rise Footwear
Rise Footwear was launched as a value-driven athleisure footwear brand for Kmart shoppers seeking contemporary athletic and basketball-inspired style at an accessible price point. The launch moved beyond a traditional footwear rollout, using The Rise Challenge — a series of professional slam-dunk contests in Kmart parking lots — to connect the brand with youth culture, basketball energy, and local community engagement. Jonah led this work as President, Footwear Division & Senior Vice President, Sears.
Tension.
Athletic footwear had become culturally powerful but increasingly expensive. Value shoppers were locked out.
Action.
Launched Risewear exclusively at Kmart — performance footwear under $45, activated through slam-dunk contests in parking lots across six cities, drawing thousands of locals to high-fidelity launch events.
Clarity.
A product launch doesn’t have to be a transaction. Invite people to participate instead of purchase, and the brand lives beyond the shelf.
