You should have been in Pomona a few weekends ago. That’s not a proclamation you hear every day, but in this case, it’s where LA Gear and Sportie LA hooked up with Alice in Chains for KROQ’s Epicenter, via the famed Backstage Artist Lounge.

The Backstage Artist Lounge, presented by Christina Martin, integrates brands into a fun atmosphere for rock royalty backstage. Bands like Alice In Chains, Linkin Park, Tool and Wolfmother got to enjoy the BAL vibe, checking out LA Gear’s updated Unstoppable line ’89-’90.

Some of the other BAL partners included: Aurora Guitar
Strings, the only guitar strings available today that are manufactured entirely from domestic components; Guitar Hands, an innovative cleansing lotion made especially for guitarists; and HEAROS, which handed out “skull screws” and “pretty in pink” earplugs from their line to enhance the bands listening experience while protecting their hearing.

Rock stars were also lining up inside the BAL to get a pair of BrightFeet Slippers, which are slippers that light up in the dark. These could be a cool companion to the LA Lights, which will be making a return to the street – and the stage – later this year.

But, no matter how you slice it, no matter how many goodies
stars love to receive in their biodegradable gifts bags (from BioBag), we all know that what matters most is what’s on their feet when they’re strutting the stage, and for many of these rockers, that just might be LA Gear.

The stars were also giving back, with all the band members of Alice in Chains signing a pair of LA Gear Silver/Red Flame Hi’s to benefit Covenant House of California, which saves kids from the streets.