NJ Falk Talks APL’s Luxury Performance Footwear [Interview]
NJ Falk, a master juggler in the dynamic landscape of luxury fashion, the multiple Webby award-winning creative and serial entrepreneur, has had an extraordinary career trajectory embodied by her constant pursuit of excellence and innovation.
NJ Falk, a master juggler in the dynamic landscape of luxury fashion, the multiple Webby award-winning creative and serial entrepreneur, has had an extraordinary career trajectory embodied by her constant pursuit of excellence and innovation. Deeply involved in the fashion community, Falk’s illustrious career spans well known institutions such as American Express, MGM, Universal Studios as well as the creative realm, including
Founder and Creative Director of her now sunset Advertising, Branding, and Interactive agency, The UXB, her former Webby award-winning blog, The Blonde and The Brunette.
Falk is also a former Forbes Contributor and currently a member of the IAVA (International Academy of Visual Arts), an Executive Member of the IADAS (International Academy of Digital Arts and Sciences) as well as a judge for the past ten years, a Board Member of the NYU Stern School of Business Luxury and Fashion Council, The Luxury Council, and as a former brand ambassador for Net-A-Porter and a current Monse Girl. She was also recently honored as one of Commerce Next’s Leaders to Watch in 2024, one of YOTPO’s Amazing Women in Ecommerce, and is a member of The DealMakeHers, the exclusive invite-only network of leading female dealmakers who are shaping the way consumers shop today.
Today, NJ Falk is the Managing Partner of APL. Just like so many of the experiences in Falk’s career, she works to position the brand as the pioneer and innovator of the “luxury performance segment” in women’s and men’s athletic footwear, while being rooted in technology and innovation. As a runner and a woman with a very active lifestyle, APL’s products are an integral part of Falk’s daily workout routine and what she enjoys most in life from her favorite trails in the Hollywood Hills to long walks on the streets of LA and New York City.
Falk shared that “APL’s combination of world-class patented technologies and unique, innovative design vision has enabled the brand to deliver products that deeply engage consumers because we embody beautiful performance and the ultimate in comfort in every aspect of an individual’s active lifestyle."
"We do this with our extensive internal library of materials including our own blends, compounds, formulations, technologies, and textiles with nearly every major component of our shoes either a proprietary formulation or textile including our patented TechLoom® knit along with our Propelium® and FutureFoamTM and UltraTract running midsoles for unsurpassed cushioning and comfort."
She added: "We are always pushing the limits of what is possible which is why are excited that APL is the now the official footwear partner of the Oracle Red Bull F1 Racing, and after building the most beautiful retail experience in Los Angeles, that The World of APL arrived in SoHo in New York City this past fall."
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APL also recently introduced two new silhouettes that further tap into the intersection of luxury and performance. Falk elaborated on how the recent introduction of the TechLoom Dream and the TechLoom Traveler have further expanded the brand's presence in the luxury performance marketplace how “APL’s newest silhouette, the slip-on TechLoom Traveler, is a masterpiece of design and comfort with its luxurious proprietary 3D Stretch Rebound herringbone upper. Refined and versatile, it complements any wardrobe while seamlessly transitioning across travel landscapes. The TechLoom Dream taps into a different market segment," said Falk.
She added: "Our objective was to create a shoe that felt unreal and carried you effortlessly through your day and your runs. For the Dream, we created two brand new technologies: first, our proprietary shock absorption midsole compound Heavenly Feel, which earned its name for its surreal comfort. Second, was our Soft-Touch Techloom developed to provide a rich, soft, and luxurious texture and feel on foot."
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The trajectory of Falk's journey through various industry giants and at APL has also furnished her with invaluable insights into brand identity and customer intimacy. The zenith of luxury consumer experiences, according to her insights, "hinges on consistent brand representation and an unyielding commitment to customer service." Falk's perspective is that "luxury is about the all-encompassing experience — a 360-degree embrace of everything a brand represents, from initial social media interactions to long-term customer retention."
Recognized by Louis Vuitton as a “Style Icon,” she observes that the segment of the athletic footwear market that APL has pioneered has welcomed an era of "quiet luxury," a trend focusing on comfort and technology without sacrificing the essence of luxury—a testament to quality
materials and refined, yet functional design. This ascendant trend is interspersed with designer collaborations that continue reshaping the market landscape, dictating that comfort need not be at odds with sophistication.
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Navigating the footwear sector as a female leader, and particularly at APL, Falk has cultivated a growth mindset. This approach is predicated on the pursuit of knowledge, the power of networking, and the prudence of seeking guidance when needed. Her methodology fosters a culture of continuous learning and strategy adaptation—crucial for maintaining relevance and prominence in a rapidly evolving industry.
Separately, as a Co- Founder and the Chief Mentorpreneur® (a term she trademarked) of creative and coaching agency, The Forward Female, Falk extends advice to young women aspiring to make their mark in the entrepreneurial world: deep industry knowledge, coupled with
an understanding of distinct market niches, turns aspirants into pivotal players who bring fresh solutions to the table. A curiosity for every facet of the footwear industry—from design to logistics—can uncover the most fulfilling avenues for personal skills and passions.
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"Selling, or rather, storytelling," as she emphasizes, remains central to any role within the sector. As brands navigate the sinuous cycle of footwear production, the capacity to lean into change and remain adaptable is paramount. Falk's final nugget of wisdom reminds us that the path to success is an odyssey, not a dash, encouraging newcomers to embrace the journey with fervor and joy.
NJ Falk forwards the narrative that the future of luxury performance athletic footwear is not merely about selling a product but about curating experiences that resonate with the athletic spirit and desires of the contemporary consumer. It's a landscape that is innovative and traditional, exclusive and inclusive, luxurious and functional—all orchestrated through the lens of a leader who appreciates the confluence of these elements to shape the future.
