Brandeis awards fashion icon Stuart Weitzman Asper Award for Global Entrepreneurship
April 15, 2025
As the adage goes, if the shoe fits — wear it. But there’s more to the perfect shoe than just fit.
Brandeis students heard from shoe entrepreneur and fashion icon Stuart Weitzman that it takes inspiration, innovation and imagination to create and run a successful company. On campus April 10 to receive the Asper Award for Global Entrepreneurship, Weitzman addressed about 100 students, faculty, staff, alumni and up-and-coming entrepreneurs looking for insider tips on how to launch a prosperous business.
Weitzman was introduced by Len Asper ’86, P’25, co-chair of the Board of Overseers of the International Business School at Brandeis, where he founded the Asper Center for Global Entrepreneurship.
Weitzman told students the best advice he could give them is to work for someone else before launching a business. The experience of learning from an established business is the equivalent of continuing your education and will better prepare you to run your own business. In his case, previous work experience allowed him to launch his start-up with industry knowledge, connections, and staff from three key areas — IT, marketing and sales.
Weitzman launched his career by offering free custom shoes to Hollywood stars planning to walk the red carpet at major events. His first endorsement came from music superstar Aretha Franklin, who held up the shoes Weitzman designed for her during her acceptance speech at the Grammys, and thanked him for making them. Requests for his shoes accelerated as Los Angeles celebrities sought his guidance on foot fashion.
Weitzman shared advice to be a successful entrepreneur:
“You have to take risk,” said Weitzman. However, he went on, “You have to measure risk, and be able to afford the loss.”
He took his first major risk when he diverted one-third of his initial capital to the factory that produced the shoes he gave to celebrities in exchange for their endorsement, a strategy that paid off as word spread through Hollywood about his shoes.
Repetition is the only way anyone will know who you are. “You need good marketing,” said Weitzman. “Always hire the absolute best because you always get more than you pay for.”
Weitzman, who wanted his business to be seen as more than a shoe house, decided to promote his brand rather than his shoes. His first ad campaign featured his Dalmatian with imprints of a black shoes, instead of spots, on his coat. This tactic raised Weitzman’s profile considerably as more than 8,600 requests poured in for copies of the poster that depicted the image. The biggest fans were teen girls who 10 years later thought of him when looking for shoes to wear at their wedding, he said. Ultimately, Weitzman reached an entirely new audience: the bridal market, where he remains a leader today. The campaign also earned him the first of two Clio awards and established him as a creative ad maven.
“Imagination is the only thing that separates you from the competition,” said Weitzman.
Weitzman said a poster of Julia Roberts from the movie “Pretty Woman” inspired him to design thigh-high boots as a way to reach new audiences. Again he showcased his wares in a high-profile way, enlisting the help of a famous photographer known to work with supermodel Kate Moss. The resulting campaign featuring Moss, “These Boots Were Made for Walking,” earned him a second Clio — the only shoe designer to ever win a Clio — and a new youthful following.
“Always look outside the company if you cannot do the absolute best from inside,” said Weitzman.
When Weitzman decided he wanted to be the go-to shoe designer for celebrities in their daily life and not just for fancy galas, he wanted Jennifer Aniston to wear shoes from his new line. He reached out to her stylist, who informed him that Aniston only wore shoes from a particular boutique. Weitzman persuaded the owner to carry his shoes. Aniston bought a pair of his espadrilles and wore them for three years, creating an avalanche of free publicity.
“Be part of the community,” said Weitzman. “I had as much fun, or more, being involved, and following the road less traveled.”
Weitzman produced a provocative ad with supermodels Gigi Hadid, Joan Smalls and Lily Aldridge that pays homage to Antonio Canova’s statue, The Three Graces, and shows the three supermodels wearing nothing but simple black sandals with a chunky heel that were originally designed for First Lady Michelle Obama. This partnership, ultimately, led to a community service commitment between Moss and Weitzman to build schools in Ghana, Guatemala and Laos from shoe profits on footwear Moss designed under Weitzman’s label.
Previous winners of the Asper Award include Mark Ain, founder of Kronos; Robert Herjavec, Entrepreneur, CEO, Shark Tank star; Stephanie Telenius ’89, MA ’90, founder and CEO of Vida Health; and former Massachusetts Governor Deval L. Patrick.
