As it’s been previously reported here on STREETOPIA, a few months ago, the fact that Fred Van Vleet and then Norman Powell signed with AND1, represented a new and important moment for the brand, one of the most authentic and culturally rich when it comes to basketball.
The presence of great athletes like these contributes to the brand not only to regain the visibility it has lost over the last few years, but also to having the possibility to connect with a new audience and consequently add new customers to its portfolio. And until the brand is perceived in this way, several reconstruction processes take place, ranging from the conception of new products to new identity and communication campaigns. As part of this strategy, the brand in 2016 solidified itself among the new high school basketball generation by introducing AND1 uniforms, converting hundreds of AAU and high school teams to AND1 within the first year.
Recently, Lance Stephenson, a forward for the Indiana Pacers in a game against the Brooklyn Nets, drew attention for having appeared wearing a quite unique sneaker, the AND1 TAI CHI PE 'Born Ready' edition, in reference to the story of his nickname given for his skills in the game, for being always ready, and also for revisiting the moment when the player first became a AND1 athlete in 2012. For those who love basketball, it was impossible not to have that feeling of nostalgia from those AND1 MIXTAPE TOUR times where Stephenson participated.
It is still uncertain to say that the brand has recovered the prestige it once had, but slowly we perceive its timid return through some players initiatives.
Learn more about AND1's new collections and releases at www.and1.com
