“Blue” is a unique character with an appealing urban disposition and his aura of confidence emulates the new LUGZ “IXL” slip-on. Its bold design and functionality for the streets allows “Blue” to look “cool” while dealing with the obstacles of big city living. As stated by LUGZ evp, Larry Schwartz, “The slip-on category has been developing for the past six months, but no brand has done a major national campaign on it.”

The action was choreographed to the elite vocals and music of the legendary hip hop group De La Soul completed exclusively for LUGZ. The hypnotic track seeks to “groove” more than move. The almost subliminal like chant of “IXL (I excel)” will lie embedded in memory. The group made history, becoming the first to go against the grain of macho braggadocio and reckless social comment. De La Soul however, put forth socially conscious lyrics while in conjunction with their natural quasi-hippie attitude enabled the trio to pave the way for various “alternative rap” groups. De La Soul recently received a Grammy nomination for “Oooh” feat. acclaimed rapper Redman off their highly successful album Art Official Intelligence {Mosaic Thump} Vol.1.

The LUGZ “Pirate Radio” TV commercial will commence on air February 3rd and will run through April 2001. In addition to an exclusive TV spot throughout the debut season of the XFL, networks and shows include: MTV, BET, WWF Programming,USA-(FarmClub) and the entertainment sports thriller Thunderbox.

The vivid print animation will run in national publications such as the Source, Spin, Vibe, Maxim, Stance, Fader, XXL, URB, Urban Latino and Strength.

LUGZ radio spots will commence late February, one being created by De La Soul which serves as an extension of the animated TV commercial. 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 2000 sales in excess of $150 million.

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