| New York, N.Y – Urban footwear company LUGZ, known for its unique styles and colors, along with their savvy marketing concepts enters into a sponsorship pact with what can be referred to as the “NFL of the new millennium.” The XFL is a joint venture merging the unparalleled energetic showmanship of the World Wrestling Federation and the cutting-edge sports production of NBC. The league promises to be real, fast-paced, hard-hitting, 100% professional football, scheduled to kick off on February 3, 2001. Football mania will be at its peak during the XFL kickoff commencing the weekend after the NFL Super Bowl. Following a ten-game regular season, two playoff games will be played the weekend of April 14, 2001 while the XFL Championship Game will be played on April 21, 2001. The XFL Television lineup will be: NBC – Saturday, 8-11pm ET, TNN – Sunday, 4-7pm ET and UPN – Sunday, 7-10pm ET. The league will draw highly skilled, athletic players from professional (NFL, CFL, AFL, NFL Europe) and NCAA ranks making it the most lucrative place to play professional football next to the NFL. JL Media, Inc. negotiated this all-inclusive groundbreaking deal for LUGZ. The brand is the only company in its genre to launch a national marketing campaign on this level to date. An exclusive LUGZ TV commercial will run in each of the live broadcasts capitalizing on the entire ten-week season highlighting its Spring 2001 line. In addition to creative commercials, promotional segments referred to as “THE LUGZ HIT OF THE WEEK” will be featured and are poised to launch LUGZ into uncharted consumer markets propelling the brand to new horizons while maintaining its position at the forefront of footwear fashion. Cameras will be omnipresent, similar to a “Big Brother” broadcast, designed to provide fans with unprecedented access “inside the game” through innovative broadcast technologies that will provide prodigious opportunities for sponsor companies like LUGZ.
This will mark the first marketing campaign involving a sports entity the urban staple has ever ventured into. According to Larry Schwartz, executive vice president at LUGZ, “This was a golden opportunity to nationally hit our core target market of 18-24 year old males through a medium that’s in sync with the edge our brand seeks to deliver. The XFL should prove to be a unique haven for this vibrant market that tends to embrace audacious, more intense programming for young adults.”
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 1999 sales in excess of $150 million. The official website for LUGZ Footwear is www.lugz.com. FOR INTERVIEWS, PRESS MATIERIALS OR FURTHER INFORMATION PLEASE CONTACT:
CALVIN PETERS 212-691-4700 EXT 195 OR CPETERS@JSSI.COM |
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