At the corner of style, legacy, and innovation sits a quiet powerhouse that has outfitted legends for nearly a century—Friedman’s Shoes. In the latest episode of the Lucie Series, we step into the storied past (and stylish future) of a family-owned business that turned footwear into a full-blown cultural moment.
Humble Beginnings to Fashion Forward
Founded in 1929 by Phil Friedman, the shop began humbly—eight shoemakers, racks of used shoes, and a local nickname: “The Rack.” But what started as a modest operation quickly evolved. The Friedmans transitioned to high-fashion shoes, experimenting with exotic materials like alligator and crocodile. By the 1980s and ’90s, the store was a vibrant explosion of pinks, purples, greens, and custom fits that couldn’t be found anywhere else. And they didn’t just stock big sizes—they made fashionable big sizes.
“Italians have short fat feet. They couldn’t imagine a 14 or 15 back in those days,” explains Randy Teilhaber, Phil’s grandson. “13, 14, 15 being large, where now it’s 16, 17, 18 being normal, right? How do you make a shoe in a 14 or 15? Because it starts with the machinery.”
The challenge wasn’t just selling large shoes but creating them in the first place. At a time when most manufacturers couldn’t fathom feet that large, the Friedmans saw an opportunity. The transformation began when Bruce Friedman (Phil’s son) noticed Georgia Tech football and basketball players coming into the store with larger-than-average feet.
“He had a bunch of George Tech football and basketball players that came in, started with football, and they had larger size shoes. Gave my father the idea. The light bulb went off. Hey, why don’t we start looking at this larger size?” recalls Teilhaber.
From College Players to Professional Athletes
That bold pivot made them the go-to shoe store for athletes—especially the ones with hard-to-fit feet. From Georgia Tech players to NFL stars and even MLB legends like Roberto Clemente and Pete Rose, Friedman’s wasn’t just selling shoes—they were building relationships. Word of mouth made them famous, but it was their style, service, size, and price that kept customers coming back.
“Roberto Clemente was probably number one. He gave us his bat, 1971, and we still have it. Pete Rose was one of our best customers, used to make them shoes with two and a half inch heels on ’em,” Teilhaber proudly shares.
The store’s reputation grew beyond just basketball and football players. Hockey players, baseball players, boxers, politicians, and religious leaders all made their way through Friedman’s doors. What started as a specialized niche became a cultural phenomenon, with professional athletes purchasing dozens of pairs in a single visit.
“The basketball players come in and buy 20, 30, 40, 50 pair at a time. You never heard of such a thing,” says Teilhaber, still amazed at the volume decades later.
Business Innovation Beyond Size
Bruce Friedman had a knack for business genius. Instead of chasing designer labels, he worked directly with the factories that supplied brands like Gucci and Prada, using the same high-end materials without the luxury markup. The result? A 40% price drop and loyal customers who valued quality over branding.
“Because what my father would do is, and this is another genius business move, he would go to the factory that made Gucci or Prada, but he didn’t have to have the name Gucci or Prada. He just wanted the materials and styles and the quality,” shares Teilhaber. “So he’d put the factory name in it. Sometimes he put our own name in it: Friedman Shoes. So what happened immediately, instead of paying a royalty for the name, the shoe went down 40%.”
This innovative approach allowed them to offer exceptional quality at significantly reduced prices, making luxury accessible while maintaining the craftsmanship their customers expected.
When Coaches Feared the Shoe Store
Even coaches took notice—sometimes reluctantly. In one legendary moment, 49ers head coach Bill Walsh warned his players mid-flight not to let their shoe-buying habits distract from the game.
“Coach Walsh got up on the team playing as they were coming to Atlanta before they landed and said, ‘Team, this is a football game, not a shoe buying trip. I don’t want to see one bag from Friedman shoes in Atlanta. Do we understand ourselves now?'” Teilhaber recounts with a smile.
But the allure of Friedman’s couldn’t be stopped. Players would shop anyway—sparking the store’s shipping business and one of the first online shoe stores in the country: Largee.com.
“That one comment brought us into the shipping business because we opened up a UPS account because a couple of the guys still came in. How are we going to get these shoes home? Well, UPS it out. We were one of the first of probably three shoe stores ever to be on the internet, and that was my undertaking, largee.com. I’m very proud of it.”
The Heart of a Family Business
Through decades of trends and changes, one thing remained constant: the heart of Friedman’s. As Randy Teilhaber shares, this wasn’t just a business—it was family. Employees stayed for decades. Customers turned into friends. And the community kept the legacy alive.
Vanessa Hornsby, who has worked at Friedman’s since 1998, reflects on her 27 years with the company: “They’ve been a blessing to me. The family, the whole family with Bruce on down with the sons. We just kind of work hand in hand when something needs to be done… So we are one family together.”
This family-like atmosphere extended beyond employees to include customers, creating a unique shopping experience that kept people coming back for generations.
Looking Ahead to a Century of Service
Now, just two blocks from its original location, Friedman’s is poised to celebrate its 100-year anniversary. With the help of the Atlanta Venture Group, they’re stepping into the future while staying true to their roots: bold style, unmatched service, and a passion for making every foot feel legendary.
Today, the iconic alligator on the exterior of their building stands as a testament to their specialization in exotic materials and their commitment to quality. Inside, customers can still find everything from conservative fashion to cutting-edge designs, all with that distinctive Friedman’s touch.
“We try to marry the fashion forward, conservative fashion, and way out fashion. We have both, but we try to get every type of style that you could have,” explains Teilhaber. “And of course, with the extra exotic feel to it makes it a little bit dressier and special, and that’s what we’ve been known for.”
After nearly a century of serving Atlanta and beyond, Friedman’s continues to adapt while honoring its legacy. “After 96 years, we’re still trying to figure it out,” Teilhaber says. “And the great news is we’ll be two blocks down from our 96-year-old location and with the good people at the Atlanta Venture Group, we’ll hopefully be celebrating a hundred years with a lot of champagne bottles and shoes.”
Watch the full episode now on the Lucie Content YouTube channel.
