BEVERLY HILLS, CA, July 29, 2008 – Top indie retailer Sportie LA and LA Gear-owner ACI are teaming up for a relaunch of the LA Gear brand, with product expected in select stores by mid-September. SLAM, Sportie LA’s content and marketing eGency, is overseeing marketing and promotion for the endeavor, which focuses primarily on late 80s product.

For the initial launch, ACI and Sportie LA are bringing back many of LA Gear’s signature styles, while updating some colors and materials. Among those styles re-emerging are the Fire High (known for its fiery emblem), the Star Shooter High (B-ball on the tongue), and the K.A.J., which will update the classic Kareem shoe with a striking metallic silver and gold combo. In its second phase, the team will bring back the LA Lights, a trademark of the period, which will be available in kids, mens, and womens sizes.

“LA Gear is one of the classic heritage brands, and we’re staying true to that,” said Sportie LA co-owner Isack Fadlon. “A few years ago, everyone was coming back, it was the thing to do. With LA Gear, we and ACI have chosen the timing, we didn’t fall into the trap of following suit.” Fadlon added that the LA-centric theme is no coincidence: “ACI and Sportie LA are both based here, and the timing reflects a boon in fashion in Los Angeles. The city’s profile in that regard is rising so quickly, gaining stature in its own right.”

“It has been almost 20 years since these original LA Gear styles have been in the market, and we feel like it’s time to bring them back,” said ACI’s Lance Jackson, Director of LA Gear Specialty Product. “It’s a project LA Gear is very confident and excited about!”

“We’re building our effort around the connection that people have with this brand,” SLAM Director of Marketing Justo Diaz stated regarding the outfit’s campaign, which will include Web sites, commercials, print components, and events. “Our audience comes to LA Gear from all angles; some connect at a point of nostalgia, while others seize the opportunity to be part of a vibrant era for the first time.” 

The new LA Gear line will be offered exclusively at Sportie LA for a limited time, before expanding to select retailers.

With four stores in the Los Angeles area, and a clientele that reads like a Who’s Who of fashion-conscious celebrities, Sportie LA is considered one of the chief influencers on today’s sneaker scene. In 2007, the company was listed #3 among Independent Retailers on Footwear News’ Power 100.

SLAM provides nontraditional creative marketing promotion, advertising production and consulting for select brands and since its inception in 2006, has carried out Web-based initiatives for brands such as PF Flyers and Creative Recreation, and had a hand in live events for K-Swiss, Asics Onitsuka Tiger, New Balance, and Reebok.