Redfoo

It began innocently enough, at this year’s official Backstage Gift Lounge for the 52nd Annual GRAMMY® Awards. Lots of stars were stopping by, and virtually everyone was excited to see the new light ups from LA Gear Originals.

Then LMFAO showed up. It takes something special to get DJ/Rappers Redfoo and Sky Blu excited. Nominated for Best Electronic/Dance Album with “Party Rock” (Interscope), the LA-based group has had hits with the singles ”I’m in Miami Trick,” “La la la,” and “Shots” and provided the opening theme to Kourtney and Khloé Take Miami and Jersey Shore. And they’ve “broken” Mitt Romney’s hair.

But when the guys saw the LA Gear Lights, they went off. The son and nephew, respectively, of Motown founder Berry Gordy, Redfoo and Sky Blu grew up in LA and have been at the center of popular culture their whole lives. They used to rock the LA Tech light ups back in the day, and lit up at the chance to rock em again.

“They loved the White/Silver Lights, but they were wishing we had the Gold/Pink in mens,” says LA Gear Director of Specialty Product Lance Jackson. “Then they saw a photo of the Purple Lights, which are coming out soon, and loved those.” So Lance took care of business, and made the group Gold/Pink and Purple Lights in their sizes.

Sky Blu

LMFAO have been rocking the Lights in concert on their tour with the Black Eyed Peas. And Redfoo wore the Purple Light Ups during the filming of the new video they shot for  “Get Out of Your Mind,” featuring Lil John.

We ran into them at Jamie Foxx’s GRAMMY after-party, where we provided Lights to 100 VIPs, and where the group rocked the house with an impromptu set onstage with Jamie. “Redfoo and Sky Blu are huge fans of the brand, and I know thet want to create their own line with LA Gear some day,” Lance relates. “We’ll make it happen.”

We’ll have another opportunity to see LMFAO and their Lights next month: the guys will be co-headlining The Bamboozle Roadshow 2010 between May and June 2010. Co-headlining with the two are All Time Low, Boys Like Girls, and Third Eye Blind. Among the numerous other supporting bands are: 3OH!3, Good Charlotte, Forever The Sickest Kids, Cartel, and Simple Plan.

Listen to LMFAO Radio

But gifting suites aren’t really about swag. They’re about the energy and celebration of award season, and they”re a chance for the stars and a handful of interesting brands to kick back, have a shot (or two) of premium tequila (or really hi-end sparkling water), and enjoy life. Whether it’s one of this year’s nominees, a past nominee like Julianne Moore, a multiple EMMY-winner like Bill Shatner (and his lovely wife Elizabeth), or NBA legend like John Salley, everyone who stopped by to hang with the LA Gear crew had a great time.

John Schneider (Dukes of Hazard) told us about his new series, set in the world of golf; Sheryl Lee Ralph told us all about her DIVA Foundation; and Scott Baio was reminded of the time LA Gear and Michael Jackson came to shoot a commercial on the Universal set where he was working (more on that when we interview Scott soon).

The stars that lit up the Rodeo Room came away not only with some Lights, but with a sense of what makes this brand tick.and why so many people are digging the fact that ACI and Sportie LA brought it back.

The (LA Tech) LA Gear Lights are currently available at all Sportie LA stores in Los Angeles and San Diego, and online at sneaker website www.SportieLA.com.

For one day this week, I was the beneficiary of one such phenomenon – the new light up shoes from LA Gear.

We’ve been talking about the LA Lights for about a year now. We’ve shown pictures of the
shoes as they were being developed and tested, shared info about colors and materials, shown amateur videos made by fans of the brand, and even made our own sneak peak videos. But until a few days ago, I’d never actually watched them work.

And the Lights work. To be more precise, they WORK IT. I’d been wearing the Lights here and there, to meetings, or to lunch. But I chose Las Vegas to officially “debut” my olive/green LA Techs:
Vegas is a city full of gorgeous women, slot machine bells, and flashing lights. So I knew that if I could get noticed HERE, these sneakers were working.

When you’re going about your business – and my business this week was gambling and drinking – it’s easy to forget that your shoes are lighting up with every step.

But when you’re line dancing at Stoneys it’s hard NOT to be
noticed in your Lights. In fact, everyone in Vegas – from the tourists to the casino dealers to our beautiful and vivacious friends at StripSteak in the Mandalay Bay – never forgot I was wearing these shoes. And they never forgot to comment. The comment heard most often was “Can you hook me up?”

So, yes – I hooked up some new friends with LA Lights. And yes, they now love me whereas before they might have just dug me a little bit.

So, maybe my 24 hours as a VIP gets parlayed into 24 more. What’s wrong with that?

The iconic brand, which returned to prominence with its LA Gear Originals launch last year, will be providing its latest LA Gear shoes to a mix of hot Hollywood talent and industry legends at the iconic Beverly Hills Hotel. Former Oscar Winners and Nominees, Present Oscar Nominees and Presenters, major Movie stars, and TV stars visiting the gifting suite in search of Oscar swag will have a chance to rock the popular new limited run LA Gear Lights, currently available at all Sportie LA stores in Los Angeles and San Diego, and online at sneaker website www.SportieLA.com.

LA Gear is in good company at the Oscar Gifting Suite, where invited guests will get to experience some of the most coveted and distinctive brands around, from Swarz Los Angeles evening-wear and Taber Studio accessories to outrageous, rock n’ roll jewelry from Bejeweled.

“It’s amazing how today’s young stars seem to respond with affection when they hear the name LA Gear,” said Director of Specialty Product Lance Jackson. “We were recently involved with the GRAMMYs and the reaction was amazing. We’re a part of Los Angeles culture, as are The Oscars, and we’re excited to be part of this celebration.”

The gifting suite will be open from 10AM to 6PM. The 82nd Academy Awards will be broadcast live, Sunday, March 7, at 5 p.m. PT/8 p.m. ET.

About LA Gear Lights and LA Gear Originals
On the heels of their successful launch of LA Gear Originals – which featured updated styles from the Unstoppable line, ’89-’90 – LA Gear brand-owner ACI and top Los Angeles indie sneaker store chain Sportie LA released a new line of LA Gear Lights. Reviving and updating its legendary LA Tech light ups from the early 90s, LA Gear is presenting limited quantities of the new sneakers. Mens Lights come in White/Silver, Green/Olive, Black/Purple, and Blue. Womens Lights come in two colors, Red and Gold.

Jamie Foxx rocked them in Blue.

Young stars and industry legends dug the new light up shoes:

Justin Bieber went for the Black/Purple Lights. Miranda Lambert and Kate Voegele were going Gold. Smokey Robinson took a liking to Green/Olive.

Traditionally, stars want something they won’t find just anywhere, and they definitely came to the right place! Reviving and updating its legendary LA Tech light ups from the early 90s, the LA Lights dropped December ’09, and have been sold exclusively at Sportie LA stores in Los Angeles and San Diego, and online at sneaker website SportieLA.com/lagear. That’s it. Nowhere else. Until this week.

“We really responded to the vibe in the lounge,” said Isack Fadlon, co-owner of Sportie LA, which partnered with LA Gear brand-owner ACI a little over a year ago to launch LA Gear Originals – featuring updated styles from the Unstoppable line, ’89-’90… and, now, this new line of LA Gear Lights. “It was a great setting and an opportunity to show off the new LA Lights – and to put them on people who are very particular about style.”

The GRAMMYs air live on CBS at 8p.m. (ET/PT)…let’s see who lights up Staples Center tonight!

Yet another reason to be proud of our community – way to go, LA!

As in years past, 2010′s GRAMMY talent will include the industry’s top artists spanning the genre spectrum. Beyoncé, the Black Eyed Peas, Dave Matthews Band, Lady Antebellum, Lady Gaga, Green Day, P!nk, Maxwell, Taylor Swift and the Zac Brown Band are all confirmed to perform.
These celebs and more will have access to the GRAMMY gift lounge, and there will be an in-Lounge “giving station” which will allow the celebrities to autograph and donate one of their favorite new gifts to the MusiCares® Foundation, which provides a safety net of critical assistance for members of the music community in times of need.

“The GRAMMYs are an iconic part of pop culture and the fabric of Los Angeles,” said LA Gear Director of Specialty Product Lance Jackson. “This event is the perfect fit for us, and the timing couldn’t be better, with the release of our new light up sneakers.”

The LA Lights went on sale December 12, 2009, at all Sportie LA stores in Los Angeles and San Diego, and online at sneaker website SportieLA.com/lagear.
The GRAMMY gift lounge will be open January, 28th-30th, 2010. The 52nd Annual GRAMMY Awards will be held on Sunday, January 31, 2010, at the STAPLES Center in Los Angeles and will be broadcast live on CBS at 8p.m. (ET/PT).

About LA Gear Lights and LA Gear Originals

On the heels of their successful launch of LA Gear Originals – which featured updated styles from the Unstoppable line, ’89-’90 – LA Gear brand-owner ACI and top Los Angeles indie sneaker store chain Sportie LA released a new line of LA Gear Lights. Reviving and updating its legendary LA Tech light ups from the early 90s, LA Gear is presenting limited quantities of the new sneakers. Mens Lights come in White/Silver, Green/Olive, Black/Purple, and Blue. Womens Lights come in two colors, Red and Gold.

About The Recording Academy

Established in 1957, The Recording Academy is an organization of musicians, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit www.grammy.com. For breaking news and exclusive content, join the organization’s social networks as a Twitter follower at www.twitter.com/thegrammys, a Facebook fan at www.facebook.com/thegrammys and a YouTube channel subscriber at www.youtube.com/thegrammys.

Rhythmic Gymnastics, a hybrid of acrobatics and classic Russian ballet, was originated in the 1940s and is now one of the official events of the Summer Olympic Games and also the fastest growing sport amongst American teenage females. Each year, the LA School of Gymnastics is host to 500 of the world’s most outstanding athletes and competitors of this sport. The event is the last step on the road to the World Cup in Montreal, which it directly precedes.

“We could not be more proud of these young women,” said LA Gear Director of Specialty Product Lance Jackson. “We’re equally proud that we share a name with this fantastic event, and that it takes place right here in LA.”

The LA Lights went on sale in December 2009, at all Sportie LA stores in Los Angeles and San Diego, and online at sneaker website www.SportieLA.com/lagear.

About LA Gear Lights and LA Gear Originals

On the heels of their successful launch of LA Gear Originals – which featured updated styles from the Unstoppable line, ’89-’90 – LA Gear brand-owner ACI and top Los Angeles indie sneaker store chain Sportie LA released a new line of LA Gear Lights. Reviving and updating its legendary LA Tech light ups from the early 90s, LA Gear is presenting limited quantities of the new sneakers. Mens Lights come in White/Silver, Green/Olive, Black/Purple, and Blue. Womens Lights come in two colors, Red and Gold.

About The Los Angeles School of Gymnastics
The Los Angeles School of Gymnastics

(LASG) is a 501(C) 3 non-profit organization that offers comprehensive gymnastics programs for children and youth of all ages and ability levels. Our organization provides children with a structured, safe and professional environment, with individual attention and training for each child. LASG is a USA National & Olympic Team Training Center and our staff and carefully screened coaches have over 120 years of combined experience. Since 1975, LASG has provided our community with the best all-around gymnastic programs in the community’s largest training centers. LASG is committed to excellence! Our goal is to move minority, low-income, minority, and children with disabilities “off the
sidelines and into the action!”

The first light up shoes were released with LA Gear’s LA Tech line in 1992. The revolutionary

sneakers came with red step-activated LED lights in the heels. Imitators followed, but none matched the success of LA Lights.

“The design on these LA Lights shoes is authentic and true to what it was in 1992,” said LA Gear Director of Specialty Product Lance Jackson. “As with the Unstoppable line, our goal is to honor the history of the brand. We updated colors and materials, while remaining true to these iconic styles.” 

The new Lights will hit the market with fewer than one thousand pairs made per SKU. “We have plans for much wider production and distribution,” Jackson assured fans, “but we decided to do a very limited rollout to make this initial launch a little more special.” 

In creating this new line of light ups, LA Gear drew upon a fresh and diverse mix of materials, including: nubuck, patent leather, leathers with metallic finishes, mesh, and some metallic-looking mesh.

Of the technology utilized in the new LA Lights, Jackson said, “The current lights are positioned in the exact same part of the shoe as the original, but these lights have a much longer battery life – about 7 years if worn daily - and are brighter than the lights used in 1992.” Additionally, where only red lights were used in the earlier versions, colors this time around include blue, yellow, and white, and pink. Jackson pointed to the success of this year’s LA Gear Originals Unstoppable line as a major factor in the relaunch of the Lights. ”We wanted to go chronologically as we expanded the LA Gear Originals line, and consumer enthusiasm has really inspired us to move forward,” he said. Sportie LA co-owner Isack Fadlon concurred. “We get calls daily for the LA Lights,” he said, “and if you follow the chatter on the Web, it’s clear the interest level is extremely high.”

While LA Gear traditionally enjoyed a strong women’s following, sales of the LA Gear

Originals line suggest that both men and women are gravitating towards the styles. “The KAJs, Fire High, and Star Shooter Hi have all sold remarkably well,” said Fadlon, who expects both men and women to respond equally well to the Lights. “We’ve struck the perfect balance between fun and wearability,” he explained. ”Not everyone who buys a unique shoe is a collector. 90% of the people who buy the Lights will want to wear them a lot.”

Ultimately, said Jackson, the light up shoes are synonymous with the brand. ”Many people, when they think of LA Gear back in the day, they think of

LA Lights,” he concluded. ”Some want a chance to
wear these iconic sneakers again, and for others it’s a chance to experience something new. It’s the best of both worlds.”

Following the initial release at Sportie LA’s stores in Los Angeles, Sherman Oaks, and San Diego, CA, the LA Gear Lights will roll out to EVR in Cincinnati, OH; The Tannery in Cambridge, MA; Shoe Biz in San Francisco, CA; Little’s in Pittsburgh, PA; and Sports Zone, Washington, DC, Maryland, and Virginia, among others.

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