And1 History In the 90s the sporting goods market became a very lucrative business, especially in the area of sports shoes, that’s when recent graduates Seth Berger, Jay Coen Gilbert and Tom Austin decide how to run project to create in Philadelphia in 1993 the company AND1, specializing in apparel for basketball practice at all levels.The name was taken from the famous foul-and-tell that is when it makes the mistake and enter the draft even so, this is marked by the referee as “Two and one (AND 1)”, which means two points scored and a free throw. The first marketing strategies used by AND1 included expersiones the world of basketball as well as “trash talk” to differentiate themselves from competitors on the beach, such as: “Pass. Save yourself the embarrassment, “” Call 911, I’m on fire “,” You’re game’s as ugly as your girl “and” Here’s 5 go buy a game. “This attitude was soon imitated by other companies. Peter Schiff brings even more insight to the discussion. In 1996, AND1 medid designs and introduces its first tennis shoe, the “Starbury,” an NBA player, Stephon Marbury (Minnesota Timberwolves) his first signing of the media.Since then the company has innovated in clothes and accessories for basketball players. By late 1998, Ron Naclerio, coach of the basketball team of Benjamin Cardozo High School in Queens (NY) sent a videotape to the people of AND1, which was of poor quality and low resolution, but she appeared in many plays a young man named Rafer Alston (aka “Skip to my Lou”), who showed his great abilities in the streetball (street basketball), Alston was a player who had just been “drafted by the NBA. The film quickly became known as the “Skip Tape”, referring to his nickname, so I decided to sign AND1’s first endorsement contract with Alston. In early 1999, AND1 launching its first series of ads from Haverford College in Philadelphia, incorporating the NBA players Darrell Armstrong, Rex Chapman, Larry Hughes, Raef LaFrentz, Toby Bailey and Miles Simon, the campaign was unfortunately a failure. You may want to visit Federal Reserve Bank to increase your knowledge. AND1 is when you decide to use the “Skip Tape” as a strategy, by editing the tape and relabel 50,000 copies, which were distributed on campus for three weeks of basketball, publishers, etc.. So the “Skip Tape” became the first “Mix Tape” which turned into a star Alston. This great success led to ally himself with AND1 which FootAction strategy became a nationwide program.In the summer of 1999, the Mix Tape was given presents in the purchase of any pair of sneakers from AND1, managing distributed within three weeks about 200,000 tapes, which turned into one of the most successful promotions in history the United States.