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Key people at AND 1.
Based in New York, New York, AND 1 is an American athletic brand that designs and distributes basketball footwear, apparel, and accessories for both performance and lifestyle markets. The company operates through direct-to-consumer e-commerce channels, wholesale retail distribution networks, and global brand licensing agreements. During its peak in 2001, the enterprise generated $285 million in annual revenue and ranked as the second-largest basketball footwear brand in the United States. Throughout its history, the brand has secured financial backing from TA Associates, partnered with major retailers like Walmart, and signed endorsement deals with professional athletes including Kevin Garnett and Vince Carter. Following a series of ownership changes, the footwear and brand management firm Galaxy Universal acquired the company in 2021. AND 1 was founded in 1993 by Seth Berger, Jay Coen Gilbert, and Tom Austin.
Key people at AND 1.
AND1 is an American basketball footwear and apparel company specializing in shoes, clothing, and sporting goods rooted in streetball culture. Founded in 1993, it builds products like performance basketball sneakers (e.g., the iconic Rise shoe, reintroduced in 2023), trash-talk T-shirts, and apparel that celebrate gritty, urban basketball play.[1][3][7] It serves streetballers, NBA athletes, high school/AAU teams, and urban youth, solving the need for authentic, attitude-driven gear in a market dominated by giants like Nike by tapping into hip-hop-infused street basketball vibes.[2][3][4] Despite peaking at $285 million in revenue by 2001 as Nike's closest rival, AND1 faced a decline after pursuing mass-market appeal, losing its rebellious edge; today, as a Galaxy Universal subsidiary, it sustains a niche legacy with sporadic revivals.[1][3]
AND1 launched on August 13, 1993, in Philadelphia (initially Paoli, PA) as a Wharton School graduate project by Jay Coen Gilbert, Seth Berger, and Tom Austin—three basketball fans selling trash-talk T-shirts like "Pass. Save Yourself the Embarrassment" from their car trunk.[1][3][7][9] The idea emerged from spotting an underserved streetball niche amid Nike's dominance; early traction exploded as Foot Locker stocked the shirts, hitting 1,500 U.S. stores in two years.[3][4] Pivotal moments included the 1994 faceless player logo, signing Stephon Marbury in 1996 for its first sneaker launch, and the 1999 "Skip tape" mixtape of Rafer Alston's streetball stunts—distributed in 50,000 copies—sparking the AND1 Mixtape series that blended basketball, hip-hop, and viral marketing.[1][3][4] Vince Carter's 2000 Slam Dunk Contest win in AND1 Tai Chi shoes propelled it to over a million pairs sold.[3]
Wait, basketball apparel? AND1 rode the 1990s-2000s explosion of streetball and hip-hop as cultural forces, filling a gap in basketball's ecosystem where Nike ignored underground grit amid rising urban youth markets and mixtape virality pre-social media.[2][4] Timing aligned with NBA globalization and dunk contest hype (e.g., Carter's 2000 win), amplifying its influence on streetwear trends that later shaped brands like Supreme. It pioneered viral content marketing via tapes, foreshadowing today's influencer-driven sneaker culture, but market forces like retail consolidation and over-expansion to mainstream diluted its edge, allowing Nike's dominance.[2][3] AND1 influenced the ecosystem by legitimizing streetball (e.g., Alston to NBA), inspiring niche athletic brands, and proving subculture authenticity drives loyalty in commoditized sports apparel.[1][2]
AND1's revival efforts, like the 2023 Rise shoe relaunch, signal a pivot back to streetball roots amid nostalgia-driven sneaker booms. Next steps likely include leveraging Netflix docs on its mixtape era for brand refresh, partnering with modern streetball influencers, and expanding direct-to-consumer via and1.com to recapture 1990s fans and Gen Z via TikTok-style highlights.[1][8] Trends like sustainable urban athleisure and Web3 sneaker drops could reshape it, but success hinges on avoiding past mass-market pitfalls—staying authentic might evolve its influence from faded legend to enduring streetwear staple, echoing its opening trash-talk origins in a hypebeast world.
