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About Avenue Way Company

  • Avenue Way is a multi-brand, diverse establishment specializing in the retail and wholesale of footwear, apparel, and sportswear for men, women and children.
  • Avenue Way’s activities span across the UAE and GCC countries, and the Middle East region including the Levant countries.
  • The company founders were part of BROOKS Middle East and have since launched a number of world-class footwear brands into the region including SKECHERS, DIESEL footwear, NAUTICA, XOXO, PONY and many more. Strong annual sales, year on year growth, expansion into multiple countries coupled with experience and countless success stories have given the founders a strong reputation and a pressing reason to establish an organization that can work with multiple brands and cater to the varied and ever-changing consumer trends in the region.
Managment Team

  • Avenue Way’s management team is composed of leaders in sportswear, footwear and apparel with more than 20 years experience in the GCC and Middle East market.
Principles of our work

Vision

Avenue Way represents a new vision for its founders where the time has come for the region to experience a new breed of fashion and footwear products specifically catering to the needs of the consumers locally. Avenue Way represents and manages a number of new brands from Europe, the US, and the Far East.

Brand

  • Li-Ning
  • ccilu
  • BEPPI
  • PLAE
  • New Balance
  • Kruzin
  • REGETTA CANOE
Expriances
Branding Experience
Sales Experience
Middle East Sales
North Africa Sales
Consulting

Explore all Brands

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The Founder Mr. Li Ning

  • World-known Chinese gymnast with 106 gold medals
  • Won 3 gold medals, 2 silver medals and 1 bronze medal at the 23rd Los Angeles Olympic Games in 1984
  • In 1999, Li Ning was elected as one of the “World’s Most Excellent Athletes in the 20th Century” by the World Sports Correspondent Association.
Basketball
  • Li-Ning was an official marketing partner of the National Basketball Association and has/had sponsorship deals with nine players:
  • Baron Davis
  • Shaquille O'Neal
  • Damon Jones
  • José Calderón of the New York Knicks,
  • Cleanthony Early of the New York Knicks,
  • Glenn Robinson III of the Indiana Pacers,
  • Evan Turner of the Boston Celtics,
  • and Dwyane Wade of the Miami Heat.
  • In 2006, O'Neal signed a four-year deal with Li-Ning, reportedly worth US$1.25 million, the largest deal made by the company, and the highest profile signing of an American sports star by a Chinese company.
  • O'Neal cited former teammate Damon Jones and the Spanish national basketball team's deal with Li-Ning as influences on his decision to sign with Li-Ning.
  • In 2012, Dwyane Wade left the Jordan Brand for Li-Ning.

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CCILU BRAND

First launched in April 2013, CCILU was born as a unique brand, combining the revolutionary compound CCILUCELL with traditional materials resulting in the creation of fun, modern, fresh, innovative injection molded hybrid footwear.

Led by Killick Datta, the famous footwear veteran who has been associated with many other successful brands such as Nike, L.A. Gear, Skechers, Pony, Brooks and Diesel Footwear, and together with key members of his Global Brand Marketing Inc. (GBMI) team including the award-winning footwear designer Fiona Adams and her design team, the brand was first introduced in Japan and has sold over 1.5 million pairs around the world in its first year, 2013. CCILU is distributed in 145 countries worldwide, and is available at retail giants such as Selfridges in the UK, Isetan, Daimaru and Marui in Japan, Nordstrom in the US, Liverpool in Mexico, Central in Thailand, and various multi-label upscale department stores and boutiques.

CCILU DESIGN:
  • • Team is based in UK. Working daily with China Development Team and Singapore Management
  • • All research is global to ensure product is relevant worldwide
SHOCK ABSORPTION
  • If you are the kind of person who likes walking (or jumping, trekking, cycling, running, dancing, wrestling, climbing...) around in the same pair of shoes all day every day, you’ve found the perfect solemate.
  • CCILUCELL’s advanced molecular makeup effectively absorbs impact so that your knees and ankles stay safe during your crazy adventures.
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CCILUCELL

ccilucell a patented chemical compound, is the principal element in all CCILU footwear and is part of the brand’s DNA. It is a revolutionary low-carbon and ultra-lightweight material combined with advanced manufacturing technology making CCILU a brand of distinct originality.

One of its kind in the industry, the nano-technology structure of CCILUCELL provides a technical texture of smoothness and gives a consistent comfortable fit. Its strong and high frequency molecular link provides abrasion resistance exceeding that of a rubber compound, and absorbs shock from pressure created by body movement. Best of all, CCILUCELL’s effective anti-mildew, anti-bacterial and anti-microbial formula keeps feet fresh, comfortable and healthy.

CCILUCELL is also among the safest and most reliable chemical compounds in the industry, having received high passes from TÜV Rheinland® for meeting the primary international recognized standards.

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New Balance History

New Balance Athletic Shoe, Inc. (NB), best known as simply New Balance, is an American footwear manufacturer based in the Brighton neighborhood ofBoston, Massachusetts. The company was founded in 1906 as the “New Balance Arch Support Company” and is one of the world’s major sports footwear manufacturers.

New Balance maintains a manufacturing presence in the USA, as well as in the United Kingdom—for the European market, where they produce some of their popular models such as the 990 model—in contrast to its competitors, who manufacture outside of the USA and UK. As a result, New Balance shoes tend to be more expensive than those of many other manufacturers. To offset this pricing difference, New Balance claims to differentiate their products with technical features, such as blended gel inserts, heel counters and a greater selection of sizes, particularly for very narrow and/or very wide widths. The company has reached a total profit of approximately $40 billion since 1991.

NEW BALANCE
  • New Balance is about doing things right.
  • They are about doing things they wanna do, and following those through.
  • We saw the chance to do something really authentic in a youthful culture that they hadn't really had a presence in before.
  • More than that, they saw an authentic culture that they wanted to be a part of.
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Toning footwear

A class action lawsuit against New Balance filed in 2011 alleges that the company’s toning footwear touts unproven benefits. In support of its claim of false advertising, it cites aUniversity of Wisconsin–La Crosse research study on Toning Shoes that has been funded and published by the American Council on Exercise.

Researchers reported that there were no “statistically significant increases in either exercise response or muscle activation” as a result of wearing the Toning Shoes. There was no statistically significant difference between participants wearing special “Toning shoes” and controls wearing normal sneakers. The researchers concluded that there is “simply no evidence to support the claims that these shoes will help wearers exercise more intensely, burn more calories or improve muscle strength and tone.” However, it was noted that “These shoes may be encouraging a fair number of people who probably wouldn’t put on a normal pair of walking shoes and go out and walk.

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The world is our playground

give your kids healthy, happy feet for a lifetime. we’ve engineered PLAEshoes to follow the natural contour of a child’s foot, leaving the cartilage and fledgling bone room to grow its own way. the interchangeable tabs adjust to accommodate thinner, wider or thicker feet.

kids put their shoes to the test. PLAE is ready for them. with our dynamic traction, we make sure little feet can feel the ground beneath them and get a grip on it. the rest is designed to elite athlete standards: super shock absorption, durable toe guards, and wicking, washable anti-microbial inserts.

as parents, we believe kids everywhere should have healthy families, happy memories, and pristine

playgrounds. we stand behind this belief with every shoe. we source responsible, recycled, and non-toxic materials, and make sure our manufacturing and labor is fair and child-free.

Plae Design
  • Developed with Dr. Mark Weiss, DPM
  • Range of color and materials suited to all activities
  • All product designed with function in mind
  • Innovative design – 4 design patents pending
  • Innovation – 1 utility patent patent pending on interchangeable TAB s on the Shoe
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PLAE shoes provide a construct that can accept almost any type of pediatric orthotic and AFO device

With the removal of the insole, a deep heel cup and increased volume is made available for these devices. With the advent alternative sized tabs, the shoes can accommodate most foot types (high arch, increased girth). The shoes have been proven to be both clinically acceptable and cosmetically pleasing to both parents and their children. The shoes provide improved accommodation to differing terrain and wear extremely well. The increased stability of the toe box have provided great comfort for the forefoot and digital protection.

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BEPPI Brand

BEPPI is a Portuguese footwear brand targeted for all the family, with its own unique developed collections. Casual yet sophisticated, the collections offered fit perfectly the daily demands of comfort, quality and design.

BEPPI was established in 1992 and already exports to more than 40 countries worldwide with a volume of a 2,500 million pairs per year.

BEPPI Design Lab
  • BEPPI Design lab produces all product design and employs a multidisciplinary team
  • whose members include product designers, graphic designers, and illustrators.
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QUALITY, ENVIRONMENT AND SECURITY POLICY

Quality has been a fundamental value for the success of Planitoi in its sector and in the community in general. This is revealed not only in important and well-known aspects such as customer satisfaction, but also in its attitude towards the environment and safety. With our example of implementation of an integrated system we hope to raise awareness of the need for trading companies to also commit themselves to environmental protection and to the safety of their employees.

Thus, Planitoi is committed to the following principles:

1. Customer satisfaction in terms of:

1.1. Product quality;
1.2. Confidence in the BEPPI brand;

2. Promote the awareness, participation and accountability of all employees with regard to Quality, the Environment, Safety and Social Responsibility;

3. Operate in compliance with the provisions of legislation and other regulations applicable to the product and to environmental issues and occupational safety and health;

4. Work so as to constantly achieve improvements in terms of Quality, the Environment, Safety and Social Responsibility, with a commitment to pollution prevention, to safe work (prevention of injury and damage to health / continuous improvement of working conditions) and taking account of the interests of stakeholders;

5. Maintain a balanced economic and financial situation in order not to fail the expectations expressed in the previous subparagraphs;

6. Promote respect for all natural resources;

7. Improve, actively and continuously, conditions for a clean environment, for the satisfaction of customers and of product users, of its employees and of the communities in which it operates.

This policy is made known to all employees and to the general public, through the means provided for in PQASRS 01.
In order to guarantee the principles referred to above, the Directors define and maintain an internal set of objectives and targets. These are permanently monitored (and reviewed where necessary) by the Directors in conjunction with the DQASRS and others involved, as described in MP 06.

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KRUZIN
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KRUZIN "changing the game "

BEPPI is a Portuguese footwear brand targeted for all the family, with its own unique developed collections. Casual yet sophisticated, the collections offered fit perfectly the daily demands of comfort, quality and design.

BEPPI was established in 1992 and already exports to more than 40 countries worldwide with a volume of a 2,500 million pairs per year.

KRUZIN Design
  • Design lab produces all product design and employs a multidisciplinary team
  • whose members include product designers, graphic designers, and illustrators.
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QUALITY, ENVIRONMENT AND SECURITY POLICY

Quality has been a fundamental value for the success of Planitoi in its sector and in the community in general. This is revealed not only in important and well-known aspects such as customer satisfaction, but also in its attitude towards the environment and safety. With our example of implementation of an integrated system we hope to raise awareness of the need for trading companies to also commit themselves to environmental protection and to the safety of their employees.

Thus, Planitoi is committed to the following principles:

1. Customer satisfaction in terms of:

1.1. Product quality;
1.2. Confidence in the BEPPI brand;

2. Promote the awareness, participation and accountability of all employees with regard to Quality, the Environment, Safety and Social Responsibility;

 

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RegettaCanoe Brand Story

Inspired by the spirit of a canoeist that dares to take on challenges with well-thought planning while aiming for the balance and the comfort of consumers and preserving the essential spirit of Japanese Geta, RegettaCanoe uses innovative and creative techniques to integrate the old and the new. Founded in Osaka and well-known throughout Japan, RegettaCanoe is now bringing the simple idea of making better and more comfortable shoes to the world.

 

Young and talented shoe designer Yasuo Takamoto had always dreamed of using modern shoe-making techniques to re-interpret the beauty of traditional Geta which is one of the symbols of Japanese culture. In 2005, he took over his family’s well-established footwear business which founded by his father, Shigeo Takamoto, since 1968. Based on the original products and technology, Yasuo Takamoto continues to evolve and design a new series of ergonomic footwear inspired by traditional Geta, In 2007, his first inspiration of Regettacanoe was introduced to the market and in 2012 the company had the first attempt to challenge the global market and started from Korea, and expanded the distribution into Taiwan, Hong Kong, Thailand, Singapore and Malaysia by 2014.

 

2015 is a re-challenge to kick off for the global market along with CCILU INTERNATIONAL INC.* with their innovative technologies and RegettaCanoe design. With the eight different unique designs and technologies and the use of the revolutionary low-carbon and lightweight REGETTACELL material as well as the Sandwich-Sole-Structure, RegettaCanoe has led to groundbreaking developments in the footwear industry. The newly launched 2016 Spring/Summer footwear further pursues the VEGAN philosophy – cruelty-free and animal-free product design and production, thus contributing to the reduction of animal suffering and of environmental pollution, without sacrificing comfort or style. Starting from the idea of balance and comfort, characterized by the unique structure designs and revolutionary hi-tech materials and in harmony with nature due to its the VEGAN brand spirit, RegettaCanoe is daring to take on challenges with well-thought planning and is going to bring a new footwear experience to the world.

Comfort Technology
  • 1. Balanced Standing Gesture
  • 2. Ideal Walking Movements
  • 3. Foot Care
  • 4. Impact Absorption
  • 5. The Best Fitting and Stability
  • 6. The Unique Arch Support
  • 7. Health and Blood Circulation
  • 8. Toe Guard and Heel Guard
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QUALITY, CIMTEX & CCILU INTERNATIONAL INC. BACKGROUND

  • Steve Hsu founded the company in Taiwan in 1981. The main business is TPU/PEBAX injection molding products and the first client is NIKE. Till today NIKE is still one of our customers and more than half of the NIKE soccer/baseball/American football footwear (specialized in sole technology) in the marketplaces are from us.

 

  • The company started to identify itself the pioneering leader in the field of chemical compounding, sophisticating molding, injection technology, and assembly process.

 

  • Steve moved part of the operation from Taiwan to China in 1993 and renamed the company to be “Cimtex”. The company expanded its core competences into EVA injection forming field. Steve was the one to initiate this technology and create the industry, products, and demands in 1993. HBR (Harvard Business Review) ever interviewed Steve for the case study.

 

  • Spending 3 years developing the product, the first pair of Crocs clog was created by Steve in Cimtex in 2003. The first global brand utilizing the technology was born with Cimtex’s support. Today Cimtex is still one of Crocs’ manufacturing partners.

 

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