A new era begins as Gentry Humphrey, a legendary executive with an impressive tenure of over 30 years at Nike/Jordan Brand, takes the industry by storm with the launch of CODE by Gentry, a lifestyle brand that promises to redefine the game.

Starting his illustrious career with Nike in 1990, Gentry worked on a veritable plethora of projects ranging from reinvigorating the Air Jordan line after Michael Jordan‘s first retirement to pushing Jordan Brand to begin its retro initiative in the late ’90s.

Code By Gentry is a casual footwear brand creating products that have the versatility to meet their consumers’ dress code needs all day, every day. Through their product offering, Code By Gentry aims to directly engage with their customer segment, enabling future leaders to “Unlock their Code” to success. Through aspirational storytelling, engaging experiences and premium products, Code By Gentry enters the casual footwear market with a collection of silhouettes built to elevate the game.

“CODE By Gentry realizes there are certain societal “dress codes” that need to be adhered to in order to be accepted or gain credibility in specific environments. CODE By Gentry brand is savvy enough to walk the line between tradition and evolution, and courageous enough to creatively transform societal norms to meet our consumers’ needs.” -Gentry Humphrey

Code By Gentry will launch with the ALL-DAY, EXECUTIVE and ENTREPRENEUR models releasing July 7th on codebygentry.com. The retail price tag is between $150 USD to $165 USD.