First SLAM Event for the Brand Links Past, Present, and Future

LAS VEGAS, NV, August 17, 2008 – In a suite high atop the North Tower of the La Vegas Hilton, the B-52s blared over the sound system. Ads for LA Gear featuring sports and entertainment icons – and kids with their stone-washed jeans tucked into their LA Lights – adorned the walls. Classic jean jackets boasting the brand’s indelible logo were slung over armchairs. Blue lights cast a moody hue over the bar, creating the aura of a Rick Astley video. And yet, for all the tribute paid to nostalgia and the past… the future was very much present.

On display in the suite were a host of LA Gear styles. They recalled the classics: the K.A.J.,
the Fire High, the Star Shooter High, men and womens gold and silver styles, the Flame, and more – but with a distinctly modern spin. By the window, set against the backdrop of the Vegas strip, was a look even further into the future: STYLES HERE, all of which will be included in the next round of offerings from LA Gear.

Standing in the center of the room were ACI’s Lance Jackson, Director of LA Gear Specialty Product, and Isack Fadlon, co-owner of Sportie LA. The two men have partnered on the brand’s relaunch, and this was the first time they’d formally presented the product. In attendance were a select group of indie retailers, trade press, and, as it turned out, longtime fans of the brand who’d heard some new Gear was afoot.

“Any time you’re showcasing your wares for the first time, there’s a deep breath, a little anxiety,” said Jackson, “But even before the mixer, we had retailers coming up to the suite and asking if they could take the shoes home with them.”

While the excitement was certainly welcome, Jackson is sticking to his plan for a limited
release, at first exclusively at Sportie LA, expanding distribution to include a handful of retailers after the first month. “We had a sense of the enthusiasm out there when we began hunting down original shoes and jackets on eBay,” Jackson recalled. “We couldn’t believe what we were paying for our own stuff!”

“The turnout and energy were fantastic,” said Fadlon. “Beyond the event itself, though, we wanted to capture the faces of LA Gear, the connection people have to the brand and why they’re so psyched to see it coming back.” To that end, SLAM, the marketing and content eGency responsible for promoting the launch, brought in a film crew to interview guests.

“We put together a list of questions for people,” said SLAM Creative Director Hesh Rephun,
“but people started talking as soon as they sat down, and it was really just a conversation from that point. Sometimes, they started talking before they sat down.”

The video will be released shortly as part of the relaunch campaign, along with Web commercials, and other surprises. Based on the reactions of press, retailers, and others, expect to see and hear a lot more about the return of LA Gear.

“Ultimately, the consumer decides what works,” Fadlon concluded. “We trust our audience, and they trust us, and we certainly feel we’re in sync on this one.”