The last couple years have been one of the most exciting times in footwear. Up until two years ago Nike and Jordan Brand were the clear dominators throughout all footwear and in terms of numbers, they still are: Nike sells many times more sneakers than any other brand. But the smaller brands are catching up and pooling talent.

Adidas is the obvious one to watch, but even Puma and Reebok are getting celebrity endorsements (Rihanna, The Weeknd, Teyana Taylor) that are snapping necks. It's a transition period, but not everyone is winning in this market: Customers have more choice in product than ever, but through increasingly limited outlets.

But maybe that's poised to change.

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A couple weeks ago legendary NYC sneaker collaborator and designer Jeff Staple announced that his creative home and retail location, Reed Space, was closing and a new future would be revealed. This week we learned what that future will look like. TGS, Inc.—the parent company that overlooks retailers like Extra Butter, Rise, and a new sneaker concept in Tennessee, Rooted—has absorbed Reed Space and taken Staple on as creative director. Reed Space will return in time, but first Staple is going to help guide Extra Butter and the other TGS properties into the future.

"When we opened our doors at Reed Space back in 2002, it was a completely new and authentic way to contribute and engage with this community," Staple says. "In Reed's next form, it will be even bigger, more meaningful, and more influential."

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Nike, Adidas, and Air Jordan are the brands that have kids lining up for releases almost every weekend, but retailers don't always get to choose which shoes they get and how many pairs they can sell. That means that they can't always serve their customers in the best ways possible. TGS stepping out of the shadows in such a public way means there are more chips on the table. These retailers now have the potential to operate as one, leveraging their collective size and customer bases to have more valuable conversations with brands.

This could be really great for the customers who shop at Extra Butter and Rise, and used to shop at Reed Space. If it all works out like it should, these stores should have greater access to a wider range of products instead of a couple stores in the area having a monopoly.

It's true that the long game of footwear is played with running shoes and mainstays like Air Force Ones and Stan Smiths, but brands can be built on a couple hot releases. The major brands play favorites as a way to create prestige and build relationships for themselves, but it's not always best for the customer. TGS's appearance means that it's possible for the customer to be brought back center into the conversation.

It will take some time to see if this shift means anything significant for the way sneakers are sold and how smaller boutiques can leverage relationships for the benefit of the customer. Until then Staple and TGS are going to focus on Extra Butter's 10-year anniversary, which is right around the corner.

"As we embark on our 10th year, we've found both a unique perspective and commonality with Jeff in how we view what's next and we're thrilled to be moving things in that direction," Jason Faustino of Extra Butter says. It will be a good test to see how TGS and Jeff Staple will work together in the coming years.

Representatives for TGS, Inc. contacted us after the publication of this piece expressing concerns that the views expressed might be misinterpreted as their own. To clarify: They are not.