Business Week, which sponsors the event, wrote, "Winners must show in quantitative terms the impact design had on the bottom line.  Jurors demanded to see improvements in market share, brand strength and corporate image.  They evaluated financial performance in terms of annual growth in profits, margins, stock price, return on investment, and major cost savings.  And they wanted to see the connection between these benchmarks and the design itself."

Out of 189 entries, 12 won the gold award.  Of Hush Puppies, Business Week said, "A major rebranding... of the shoes of the '60's  targeted a new generation of young consumers.  The key was integrating a fresh product look with a redo of packaging and marketing.  'The designers took a dog-tired image and heightened consumer awareness through good, effective design,' said (a) juror."

Consumers, retailers, even industrial designers recognized and embraced the focused Hush Puppies brand image, revitalized by Jeff and the Hush Puppies team.