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AND1
AND1 is an American footwear and clothing company specializing in basketball shoes, clothing, and sporting goods. AND1 was founded on August 13, 1993. The company focuses strictly on basketball and is a subsidiary of Galaxy Universal.
The company sponsors NBA athletes, as well as numerous high school and AAU teams in the United States.
In 1993, AND1 began as a graduate school project partnership of Jay Coen Gilbert, Seth Berger, and Tom Austin while they were graduate students at the University of Pennsylvania's Wharton School. The company name is derived from a phrase used by basketball broadcasters to denote a free throw awarded to a player against whom a foul has been committed while scoring a goal.
The brand started by selling T-shirts out of the back of a car. Early advertising strategies included other basketball slogans and trash talk, such as "Pass. Save Yourself The Embarrassment". They targeted the niche market of street basketball players and avoided branching out to other markets. Foot Locker began to sell the shirts, and within the second year of launching, the business reached 1,500 stores across America. The company's first big endorsee was Larry Johnson, who briefly wore their shirts.
In 1996, NBA star Stephon Marbury became the first spokesman for AND1. That year, the company released its first basketball sneakers. That same year, AND1 signed Raef LaFrentz and Larry Hughes. From 1997 to 1998, AND1 quadrupled its market share.
In 1994, a videotape containing streetball stunts was delivered to AND1 by Marquise Kelly, coach of the Benjamin Cardozo High school team in Queens, New York. The tape contained low quality video, poor resolution, and nearly indecipherable audio featuring a streetballer by the name of Rafer Alston. This tape sat on a shelf until 1998, when it was edited and used at events. At the time, Alston was a student at Fresno State who had entered the 1998 NBA draft. The videotape would soon be known as the "Skip tape", referring to Alston's streetball nickname "Skip to my Lou". Alston later signed on with AND1.
In 1999 at Haverford College in Philadelphia, AND1 shot its first series of commercials and print ads incorporating NBA players Darrell Armstrong, Rex Chapman, Ab Osondu, Raef LaFrentz, Toby Bailey, and Miles Simon. The company signed Latrell Sprewell in 1999. His shoe, the AND1 Spree, was released in 2002. When the traditional marketing campaign proved unsuccessful, a strategy was formed to use the Skip tape. It was edited and reprinted into 50,000 copies, and over the next eight weeks, distributed across basketball camps, clinics, and record labels. The tape would become the first "Mixtape", and quickly made Alston into a celebrity.
When AND1 became a product partner with FootAction, this strategy evolved into a national program. Starting in the summer of 1999, a free AND1 Mixtape was given with any purchase. Approximately 200,000 tapes were distributed in the span of three weeks. It proved to be so successful that the company put together a team of streetball legends to serve as a traveling team and filmed new mixtapes. By the end of the year, the Philadelphia-based company had more than 70 employees.
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AND1
AND1 is an American footwear and clothing company specializing in basketball shoes, clothing, and sporting goods. AND1 was founded on August 13, 1993. The company focuses strictly on basketball and is a subsidiary of Galaxy Universal.
The company sponsors NBA athletes, as well as numerous high school and AAU teams in the United States.
In 1993, AND1 began as a graduate school project partnership of Jay Coen Gilbert, Seth Berger, and Tom Austin while they were graduate students at the University of Pennsylvania's Wharton School. The company name is derived from a phrase used by basketball broadcasters to denote a free throw awarded to a player against whom a foul has been committed while scoring a goal.
The brand started by selling T-shirts out of the back of a car. Early advertising strategies included other basketball slogans and trash talk, such as "Pass. Save Yourself The Embarrassment". They targeted the niche market of street basketball players and avoided branching out to other markets. Foot Locker began to sell the shirts, and within the second year of launching, the business reached 1,500 stores across America. The company's first big endorsee was Larry Johnson, who briefly wore their shirts.
In 1996, NBA star Stephon Marbury became the first spokesman for AND1. That year, the company released its first basketball sneakers. That same year, AND1 signed Raef LaFrentz and Larry Hughes. From 1997 to 1998, AND1 quadrupled its market share.
In 1994, a videotape containing streetball stunts was delivered to AND1 by Marquise Kelly, coach of the Benjamin Cardozo High school team in Queens, New York. The tape contained low quality video, poor resolution, and nearly indecipherable audio featuring a streetballer by the name of Rafer Alston. This tape sat on a shelf until 1998, when it was edited and used at events. At the time, Alston was a student at Fresno State who had entered the 1998 NBA draft. The videotape would soon be known as the "Skip tape", referring to Alston's streetball nickname "Skip to my Lou". Alston later signed on with AND1.
In 1999 at Haverford College in Philadelphia, AND1 shot its first series of commercials and print ads incorporating NBA players Darrell Armstrong, Rex Chapman, Ab Osondu, Raef LaFrentz, Toby Bailey, and Miles Simon. The company signed Latrell Sprewell in 1999. His shoe, the AND1 Spree, was released in 2002. When the traditional marketing campaign proved unsuccessful, a strategy was formed to use the Skip tape. It was edited and reprinted into 50,000 copies, and over the next eight weeks, distributed across basketball camps, clinics, and record labels. The tape would become the first "Mixtape", and quickly made Alston into a celebrity.
When AND1 became a product partner with FootAction, this strategy evolved into a national program. Starting in the summer of 1999, a free AND1 Mixtape was given with any purchase. Approximately 200,000 tapes were distributed in the span of three weeks. It proved to be so successful that the company put together a team of streetball legends to serve as a traveling team and filmed new mixtapes. By the end of the year, the Philadelphia-based company had more than 70 employees.