Avrett Free & Ginsberg(AFG) teamed up with Clever Films’ Director Sylvain White to create a unique DJ scratch motion that combined real life imagery in the midst of an animated reality courtesy of special effect house, Pixel Envy. Mr. White elaborates, "There is no camera rig or crane that can effectively move and change direction at that speed, so we had to explore other avenues involving heavy 3-D animation and enhancements to accomplish something never-seen-before. Benefiting from a totally controlled environment we were able to literally match-frame the environment to Funk Flex’s frenetic spinning. The photo-realistic result with the warped camera and environment motions make you wonder how this was accomplished, and that is how we were successful."

The media campaign for the "Flex City" TV spot will air on programming such as ESPN, BET (Rap City, 106 & Park among others), MTV (JackAss, TRL, Celebrity Deathmatch and their hot new shows such as Direct Effect hosted by DJ Funkmaster Flex). Other TV buys include WWF programming featuring "Boot of The Week" segments (exclusive promo spots) highlighting LUGZ flagship shoes/boots/athletics for the season; UPN’s new sitcom One on One, Comedy Central’s (South Park and Battlebots) and the MuchMusic network. The "Flex City" print campaign serves as a natural extension to its unique :30 TV spot. The vivid city imagery portrayed in the ad was created by Jeremy Wolff who is known for his eye catching patchwork designs that have graced the covers of publications such as NewsWeek and Fortune. Placement will include the Source, Vibe, XXL, Slam, Spin, Maxim, Stance, URB and a host of other notable print.

The radio campaign for "Flex City" is also scheduled to commence November 12th including Hiphop notables Pharoahe Monch and DJ Funkmaster Flex, both of whom recorded custom holiday radio tracks for LUGZ. Markets will include Boston, Chicago, Detroit, Los Angeles, Miami, New York, Sacramento, Seattle and San Francisco.

From its auspicious inception in 1993, LUGZ has been an innovator in the footwear market from its trend-setting styles and a rich endorsement history of hip hop entertainers to the well-known animation character themes famous today. As a fashion-forward brand, LUGZ has adopted a marketing-forward approach continuously re-inventing their well-known campaigns, while managing to stay faithful to its core urban base. The corporate mission is dedicated to offering fashion, quality and style – product that is built for the city – at competitive price points. Over the years, these marketing concepts reinforced the LUGZ brand helping it to become a leader in urban footwear with sales in excess of $150 million.

CONTACT: CALVIN PETERS, LUGZ FOOTWEAR 212-691-4700 EXT 195 or CPETERS@JSSI.COM