Fila to honor Rocksteady Crew

[ultra]

Fila will be putting out a new sneaker in
April that will honor Rock Steady Crew. The sneaker is called the Rock Steady Crew 77.

http://www.cpixel.com/picdir/B/BronxStyle/86838/bronxstyleJZmhAI.jpg

[D J 1 3 8]

F R E S H
FRESH
FRESH
FRESH
YO THAT'S FRESH!

P.S. Didn't Steady B do an answer record to "My Adidas" called "My Filas"?

[Bold Soul]

I wonder if this "honor" will result in royalty payments.

[ultra]

D, they are partners. RSC will no doubt get paid.

[ultra]

Here's more:

Footwear company Fila has developed a new show with Crazy Legs and the Rock Steady Crew.

The “Rock Steady” is labeled as a "retro shoe" designed to pay homage to the legendary crew. The heel comes with "Rock Steady Crew 77” on the heel, that was inspired by 1980's B-Boy tees.

“B-boying is physical, competitive and contributes to the active lifestyle. As a sports brand, that is important to us. The beauty is that it also ties to music, which is key to our core target,” said Mark Westerman, Fila’s VP Marketing Communication. “Fila’s partnership with Crazy Legs and the Rock Steady Crew enables the company to further connect with today’s kids through an activity that combines sport andnentertainment.”

The "Rock Steady" will be available in white/ royal blue/ Diablo red and is a favorite of Crazy Legs, as these are the colors of the Puerto Rican flag. The shoe will also come in white/white/ash.

The "Rock Steady" is set to debut at retail in April of 2004.

[Bold Soul]

Originally posted by ultra:
D, they are partners. RSC will no doubt get paid. That is absolutely effin' HOT! I love it when urban entities have their shit together - brand building on the RSC side, trademarking, etc.

I could be wrong, but I always thought the RSC kept it on point through the years and this has undoubtedly contributed to their brand strength - so much that Fila finds value in it enough to co-brand with them.

DAMN! This is the shit I was on all weekend - travelling around and brand building! This shit is like SPORTS to me!

Ultra - thanks for yet again bringing the REAL info!

[ultra]

I heard that! It's time to get ours, without a doubt!

Reebok has the S. Carter sneaker, the G Unit sneaker and the Pharrell sneaker. G Unit has partnered up with GNC to present the G Unit Vitamins...there's so many more urban entity success stories nowadays. Be proud.


Originally posted by Danny Gardner:
That is absolutely effin' HOT! I love it when urban entities have their shit together - brand building on the RSC side, trademarking, etc.

I could be wrong, but I always thought the RSC kept it on point through the years and this has undoubtedly contributed to their brand strength - so much that Fila finds value in it enough to co-brand with them.

DAMN! This is the shit I was on all weekend - travelling around and brand building! This shit is like SPORTS to me!

Ultra - thanks for yet again bringing the REAL info!

[DLow]

Nice post Ultra!!! graemlins/thumbsup.gif

[D J 1 3 8]

Originally posted by ultra:
I heard that! It's time to get ours, without a doubt!

Reebok has the S. Carter sneaker, the G Unit sneaker and the Pharrell sneaker. G Unit has partnered up with GNC to present the G Unit Vitamins...there's so many more urban entity success stories nowadays. Be proud.
Like Nelly's "Pimp Juice"? ;)
http://deephousepage.com/cgi-bin/ultimatebb.cgi?ubb=get_topic;f=1;t=035650

[DJ Rated M]

word.......

can't wait to see this new show too........

[Djay Raare]

Gotta get a pair...i cant wait its definetly gonna be a classic graemlins/thumbsup.gif

[ivanjb]

Originally posted by Danny Gardner:
</font><blockquote>quote:</font><hr />Originally posted by ultra:
D, they are partners. RSC will no doubt get paid. That is absolutely effin' HOT! I love it when urban entities have their shit together - brand building on the RSC side, trademarking, etc.

I could be wrong, but I always thought the RSC kept it on point through the years and this has undoubtedly contributed to their brand strength - so much that Fila finds value in it enough to co-brand with them.

DAMN! This is the shit I was on all weekend - travelling around and brand building! This shit is like SPORTS to me!

Ultra - thanks for yet again bringing the REAL info! </font>[/QUOTE]Brand building is interesting. I hope it works for these guys but it depends on the timing and delivery of the brand. I've been watching branding trends in the skateboard and Hip Hop industries for a long time. It's amazing the success stories some of these guys are when they hit it at the right time and use the right icon to endorse a brand.

Fila seems like a good fit for RSC I guess. Gotta see the shoe in person to make the call.
I want to see the them succeed so hopefully the right audience will embrace the shoe.

[ December 15, 2003, 02:55 PM: Message edited by: ivanjb ]

[Martin Red]

Originally posted by ultra:
Fila will be putting out a new sneaker in
April that will honor Rock Steady Crew. The sneaker is called the Rock Steady Crew 77.

http://www.cpixel.com/picdir/B/BronxStyle/86838/bronxstyleJZmhAI.jpg nice, very nice graemlins/thumbsup.gif

http://www.rocksteadycrew.com/

[ultra]

On another note, Raekwon is about to buy a Starbucks. He already owns a couple of Subway restaurants.

[ultra]

More HIP-HOP success!

By Jayson Rodriguez
Date: 12/17/2003 4:00 PM

Soon, Andre 3000 of OutKast will shake cash around like a Polaroid picture as he and Big Boi have partnered with the camera company in a new advertising campaign.

In the song “Hey Ya,” Andre 3000 directs women to hit the dance floor and “Shake it like a Polaroid picture.”

After hearing the line, MVBMS, an international ad agency working with Polaroid, brokered the deal between their client and the top-selling hip-hop duo.

Under the partnership, OutKast will bring Polaroid cameras on stage with them during their performances.

Though the partnership is a recent union, OutKast has been generating publicity for Polaroid for some time.

Democratic presidential candidate Gen. Wesley Clark was quoted as saying: “I don’t know much about hip-hop. But I do know OutKast can make you shake it like a Polaroid picture.”

Polaroid is looking to attract a younger demographic and, according to a report in Adweek, the campaign may begin as early as New Year’s Eve.

Andre 3000 and Big Boi continue to be the recipient of good news, as their album Speakerboxxx/The Love Below, has recently been certified six-times platinum. In addition, the group was nominated for six Grammy awards, more than any other act.

[Bold Soul]

Originally posted by ultra:
On another note, Raekwon is about to buy a Starbucks. He already owns a couple of Subway restaurants. Stop! Stop inspiring me, damn it! :D