Jamie Foxx rocked them in Blue.

Young stars and industry legends dug the new light up shoes:

Justin Bieber went for the Black/Purple Lights. Miranda Lambert and Kate Voegele were going Gold. Smokey Robinson took a liking to Green/Olive.

Traditionally, stars want something they won’t find just anywhere, and they definitely came to the right place! Reviving and updating its legendary LA Tech light ups from the early 90s, the LA Lights dropped December ’09, and have been sold exclusively at Sportie LA stores in Los Angeles and San Diego, and online at sneaker website SportieLA.com/lagear. That’s it. Nowhere else. Until this week.

“We really responded to the vibe in the lounge,” said Isack Fadlon, co-owner of Sportie LA, which partnered with LA Gear brand-owner ACI a little over a year ago to launch LA Gear Originals – featuring updated styles from the Unstoppable line, ’89-’90… and, now, this new line of LA Gear Lights. “It was a great setting and an opportunity to show off the new LA Lights – and to put them on people who are very particular about style.”

The GRAMMYs air live on CBS at 8p.m. (ET/PT)…let’s see who lights up Staples Center tonight!

“One of the reasons we’re so happy to be involved in the launch
of LA Gear Originals is the brand’s commitment to its hometown of Los Angeles,” says Isack Fadlon, co-owner of Sportie LA. “The event on Sunday re-enforced that commitment, and also demonstrated LA Gear’s support of the next generation, in this case, kids from all over the world.”

Fadlon is referring to the LA Lights Rhythmic Gymnastics Invitational, of which LA Gear was this year’s Official Footwear Sponsor. As you can see from these photos, this year’s competition was a pretty amazing event, with 500 professional athletes from all over the world coming to LA to strut their stuff on the last step on the road to the World Cup in Montreal. Melitina Staniouta, Liubou Charkashyna, Nataliya Leshchyk, and Katsiaryna Halkina were just a few of the Olympians on the list of outstanding athletes participating in the LA Lights event.

For many years, the Los Angeles School of Gymnastics has been hosting the world’s top
Olympic hopefuls in Rhythmic Gymnastics, a hybrid of acrobatics and classic Russian ballet. The sport got its start back in the 1940s; it’s now one of the official events of the Summer Olympic Games and is the fastest growing sport amongst American teenage females. To show its support for these young stars of USA gymnastics, LA Gear presented 2010′s 40 category winners with its newly released LA Lights shoes.

Fadlon was on hand for the competition and the awards ceremony, along with LA Gear Director of Specialty Product Lance Jackson.

To make sure no one went home empty-handed, all of the competitors were treated to specially produced LA Gear t-shirts. These were a big hit with the gymnasts, who were excited to bring the shirts back to their native countries, which included China, Russia, Belarus, and New Zealand.

“Even though many of the girls didn’t speak English, their expressions said it all,” Fadlon says.
 
The LA Lights went on sale in December 2009, at all Sportie LA stores in Los Angeles and San Diego, and online at sneaker website www.SportieLA.com/lagear.

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Pinball machines filled the room with them and disco balls exploited them. Skyscrapers and light houses use them for protection. Our shoes house them in the heel cup. Well, they used to, until now … actually next month. The infamous light up sneaker, the original phenomenon, is back. You are now destined to dance, once again, to the beat of both sound and light. Whether your preference is red, white or blue, you’ll have a choice come this December, as LA Gear re-launches the LA Gear Lights at Sportie LA. Nostalgia aside, these kicks are fresh for many reasons.

The styling, taken from the original line of twenty years ago, has been updated with new materials and colors. Yes, retro, yet modern. Inspired by the past, yet speaking to today’s fashion. A confluence of what was once innocent and simple with what is now influential and relevant. In essence, the balance required for a perfect fit.

This decade has seen many re-issues in the sneaker game; few,

however, may claim the reintroduction of a design that captured the imagination of so many. Clear out the closet, make some room, as the lights are destined to once again, or for the first time for those too young, be in your wardrobe.

You’ve seen glimpses of the new light up shoes from LA Tech, so you may have an idea of what you’re in for. But the fact is that LA Gear has really outdone itself in bringing back these beloved sneakers.

LA Gear enlisted photographer Daniel Giberson to shoot the shoes, and he was kind enough to give us a few to show here.

We also managed to grab a few snaps of Daniel in action.

The shoot was originally set to take place in-store at Sportie LA’s flagship location on Melrose Avenue, but when the crowd proved a little distracting (Fairfax High is right across the street, yo, what did you expect??), Sportie opened up one of its warehouses to the crew.

I’m not sure that shooting sneaker pics is most people’s idea of a fun time, but these are not just any sneakers. Like the updated – and very popular – Unstoppable line, the new LA Gear Lights have a really unusual blend of retro cool and contemporary style.

The mens light ups come in Green or Olive/Yellow, Black, Navy, and White/Silver. The womens light ups will be available in Gold, Silver, and Red.

The LA Lights go on sale mid-December, at a select group of retailers, and online at www.SportieLa.com.

LAGearNews: What’s your first LA Gear memory?

Ray Trimm: I remember the day, it was in 5th grade, and my friend had a pair, and you immediately notice the muticolored laces.

LAG: Can you describe your customer and why the LA Gear Originals styles appeal to him/her?

RT: Our customers are individuals that look to stand out, in a non-eccentric fashion. E.V.R. is based upon vintage goods, as well as exclusive items, and L.A. Gear embodies that.

LAG: This place is amazing. Tell me how EVR got started.

RT: E.V.R. is basically a store I started in my room. I have always enjoyed retro goods, so I started buying from the mall/Ebay. Then, I began to get alot of recognition for my style and people offered to buy my footwear from me. So I knew I was onto something, so I sold sneakers out the trunk of my car. After getting real comfortable with reselling, I learned the basics of retail. From there, E.V.R opened its doors in June 2007. We have a niche but we also have expanded our clientele from teens to middle aged adults.

LAG: Middle aged adults? What’s one of those look like (no mirrors allowed here, please). So what’s your personal favorite LA Gear style/color?

RT: My personal favorite will always be the L.A. Lights, the black/orange pair. But the Star Shooter in black patent is hot too!

LAG: Do you think the LA Lights will take off in Cincinnati?

RT: People are already calling about the LA Lights!! Can’t wait! We should do a collab!

LAG: Good idea!

There you have it. Ok, people, if YOU’RE in Cincinnati or thereabouts, you can call EVR at: 513-771-7273, but really you should just head down there:
3230 Jefferson Avenue, Cincinnati, OH 45220

Tell Ray hello from LAGearNews!

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.

LaGearNews sat down with L’leta to find out more about her art and her love affair with LA Gear:

LaGearNews: When did you decide you wanted to be a fashion designer?

L’leta van Gom: I think I was 11 or 12 when I knew that I wanted to make clothes. I really don’t know why I was obsessed by clothes, I just knew I wanted to learn how to make something. So I started to make clothes for my barbies and dolls.

At the age of 16 I enrolled in the Modelyceum in Amsterdam for four years, also Fashion Design, and there I learned the basics of fashion design.

LAG: Tell us about the program you just completed.

L’leta: I just got my diploma in Fashion Design from the Academie of Styling and Design Artemis. In 2 years I learned how to work towards realizing a collection, starting with a concept, sketches and finally the collection. You also learn how to make contact with different people in fashion, that is one of the best things you can learn. With this diploma I can start designing for a company or learn more and start working for designers.

LAG:. How long was the program?

L’leta: I did this in 2 years part-time, because I was also working 5 days a week for more experience in fashion.

LAG: What inspired you to include LA Gear in your show?

L’leta: A friend of mine gave me some original old school L.A. Gears and I fell in love with them immediately. They reminded me of the sneakers I had when I was a little girl. And when I started my final year I knew I did not want my models to wear high heels, I wanted L.A. Gears! My collection was inspired by the 80′s, for summer 2010, and when I saw the new collection I decided to contact the company, because you never know who is wiling to help you out, and L.A. Gear did. I’m still grateful.

LAG: Can you describe the graduation thesis show event?

L’leta: The the title of my concept was “Growing Up”. I did some research and I found out that women get shaped between their twenties and thirties, these years make you who you are as a person. But why does society decide that you are an “adult” when you are 21?  Grown Ups Are Obsolete was the catchphrase in my conceptbook, because who says that you have to grow up anyway?

LAG: Was the reaction to your designs all you’d hoped for?

L’leta: Yes, people really liked my collection, because it really stood out from the rest. I  used a lot of jersey fabrics, and every design stood for a different part of life . My goal is to get people to wonder how I put something together, and it worked. I also got an offer to design a t-shirt.

LAG: Now what?

L’leta: I’m going on a vacation for 3 weeks! Finally no homework! haha. But I really would like to start my own label, that is one of my biggest dreams. But in these times it will be difficult to find a sponsor. So I am going to get my drivers license and start a course photography. I want to keep learning.

Designer: L’leta van Gom/ SugaRush
Styling: L’leta van Gom
Cameraperson: Robbert Jollie
Director: L’leta van Gom/Robbert Jollie
Editor: Robbert Jollie
Music: Hot Chip & Jessy Rose – “Don’t forget my name”
Models: Zulema van Gom, Lindsay Adams, Roswitha, Amy Shisano & Anna Bonkowska

SHOP HERE for the Flame High!

And here’s point: My son, Aryeh, who’s 15, has been a fan of the Unstoppable line since it was relaunched and he’s been bugging me about the Lights ever since then as well. So I snagged a preview pair of the shoes and gave them to Aryeh. He took em out for a trial run on the basketball court, and shot this video of himself dunking while wearing the Lights. When my friends and I were kids, we all knew about LA Gear too – it was a fun brand, and if we could’ve made our own videos to post to YouTube, we would’ve. 20 years later, the brand is back, and having the same impact on a new generation.

The “LA Gear Jam” track playing in the background was contributed by
Head Hunters, who are fans of LA Gear and are official SLAM Feedbackers. Head Hunters is comprised of teen musicians Elvis Kuehn, Max Kuehn, and Djavan Santos, who wrote and performed the track together. Props also to Greg Kuehn at Peligro Music & Sound. It’s good to have the whole Kuehn Clan in our corner!

There’s also a sneak peek gallery that can be viewed on LaGear.com.

Best of all, we’ll be on hand to film and snap the ENTIRE LINE OF UPDATED LA LIGHTS at WSA in Las Vegas next weekend, where LA Gear and Sportie LA are throwing an invite-only sneak peek party.

So we hope to have some great stuff posted in early August!

TODAY:
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Cavaretta ran in honor of his close friend and Emerson College fraternity brother Jon Goss. A cancer survivor, Goss was undergoing treatment at the time Cavaretta decided to participate in the marathon.

To raise money for Team in Training and increase sponsorships for the marathon, Cavaretta
held an event where he raffled off a host of prizes, including Red Sox tickets, a Beatles-themed cruise in Boston Harbor, a weekend stay at the Meadowmere Resort in Ogunquit, Maine, and a pair of LA Gear sneakers from the newly relaunched Unstoppable line.

About Team in Training
Over the past 20 years, The Leukemia & Lymphoma Society’s Team In Training® (TNT) – http://www.teamintraining.org/ – has grown to become an unparalleled sports training program.  More than 389,000 participants, from first timers to seasoned athletes, have trained with the Team and achieved their best at marathons, half marathons, triathlons, 100-mile century bike rides and hiking adventures.