Retail Industry
Industry: Email Alert RSS FeedSHE GOT GAME; DADA'S LAVETTA WILLIS TALKS ABOUT WHAT IT'S LIKE TO PLAY AGAINST THE BIG BOYS.(Dada Footwear)
Footwear News, June, 2003 by Carofano, Jennifer
For Lavetta Willis, challenging the status quo is a way of life.
As president and CEO of Dada Footwear and its parent, LL International Shoe Company, Willis has transformed what was once simply a hip, urban clothing brand into a bona fide contender in performance athletic footwear, while maintaining its urban edge. And she didn't demur in the face of the market's powerhouse leaders.
"I look at Nike, Reebok and Adidas as my competition because I want [Dada] to be a huge athletic footwear and apparel company," said Willis. "You are not an athletic company if you don't do footwear."
Willis helped launch Dada Footwear in 1998 with a collection of casual, athletic-inspired product for men and women. (Prior to that, she was designing hats and...
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