Foot Feat

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Slowly, the beer-swilling, baseball-cap wearing image of the typical NASCAR fan is being replaced, and if local shoe designer Shannon Hanna has her way, the new picture will include high-heeled glam.


Hanna scored a valuable multi-year license two years ago from the National Association for Stock Car Auto Racing Inc. to make a high-end line of NASCAR footwear for women. She started her company, Genius Fashion Inc., around it.


After a year of development the line was launched in stores last fall and the shoes are now being sold in boutiques and Victoria’s Secret and Belk department stores. They will soon debut in Victoria’s Secret online catalogs and Von Mauer stores.


Using imported Italian leather, suede, pony hair, other luxe materials and flashy colors, Hanna is trying to appeal to the sport’s increasingly sophisticated female fans. Think leather pumps with tire treads on the bottom and stilettos with checkered flags on the back.


“I realized that for the billions they were making on licensed product, they weren’t making anything nice for women,” she said. “Just being a NASCAR fan doesn’t preclude these women from being fashionistas. Turning it into fashion was the fun part. If you can’t giggle a little bit, then this probably isn’t the right shoe for you.”


Hanna has three different lines of NASCAR footwear: the high-end “A” line that ranges from $100 to $250, two junior lines that cost between $30 and $70 and a line of flip flops that hover around $10. She plans a line of handbags for 2009.


The license agreement is a standard one. The company, which is in Los Angeles near Beverly Hills, is granted a license to use the NASCAR logo and themes on its footwear and in turn pays a royalty to the racing organization based on the number of shoes sold. That could mean substantial money for Hanna.


Nascar has some 75 million fans who spend $2 billion annually on licensed products. Surprisingly, more than 40 percent of the sport’s fan base is women. Among other licensees is Harlequin Enterprises Ltd., the maker of supermarket romance novels, which is publishing a series of NASCAR-themed titles.


“Recently licensees have been creating specific product for women, something that was very limited in the past,” said NASCAR spokesman Andrew Giangola. “We’re now starting to see some very good products and growth in sales.”


Hanna’s venture didn’t happen overnight. It took four months of calls for her to even get a meeting with NASCAR about her idea. Then she had to raise close to $1 million from her mother and brothers to get the venture going.


Hanna recently got backing from another investor and has plans to double production next year at Genius’ contract plant in China. She’s optimistic she will be doing $30 million to $40 million in annual business in a few years though she acknowledges “the NASCAR stereotype has been our biggest challenge.”


A former folk-pop musician, Hanna is originally from Texas and has lived in Los Angeles for 27 years. In her view, being a struggling musician has helped in the business world.


“Anyone who’s been in the music business knows you have to finance your own career,” Hanna said. “I learned a lot about small business, licensing and being persistent. It was a great education.”

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