NEW YORK — And1, a VHS viral phenomenon (google VHS, youngsters), is returning to its streetball roots while attempting to rejuvenate a brand that once had Nike concerned.
After hosting an ‘Open Run’ this month in Philadelphia, And1′s next and final stop of its jumpoff tour is Harlem on Sunday at the Kingdome court. It’s an opportunistic time to boost brand awareness, with two major And1 documentaries released last year and 90s nostalgia emerging as a fashion trend.
“Kids have seen the mixtapes, they’ve heard of the mixtapes, they’ve heard of the things we did,” said Dexter Gordon, the Co-CEO of the Rucker Brand and Head of Sports Marketing for And1. “But those documentaries sparked the younger generation for us.”
The plan is to start with these open runs to identify the next streetball sensations. Several former And1 legends — Hot Sauce, Skip to My Lou and Shane The Dribble Machine, among them — will be in Harlem to judge a slam dunk contest and choose players for the next Mixtape Team.
It’s a formula that worked beyond all expectations in the 90s and early 00s, but replicating such impact will prove difficult in a market now oversaturated with highlight videos and sports content.
In its halcyon days, And1 was one of one — a combination of hip hop and the Harlem Globetrotters that set the tone for streetball culture. Its VHS highlight tapes — produced over rap soundtracks — were passed around and consumed like extended music videos. It might be the greatest grassroots advertising campaign in sports apparel history, creating stars out of players who were basketball showmen but not good enough for the NBA.
And1 also infiltrated the NBA, most notably when Vince Carter wore its sneakers while winning the 2000 Slam Dunk contest. But the brand lost its sizzle over the years as the company changed ownership multiple times.
The gear is still available at low prices at Walmart, but its cultural relevance diminished as the Mixtape tour died. Also, technology changed.
“Couple years ago we were doing AAU events, and we had the DVDs out,” Gordon said, “and the kids are walking by like, ‘What is that?’ ”
The latest resuscitation attempt includes a big twist on distribution. Sunday’s Harlem event will be shown live on ClashTV, a streaming service/app that focuses on streetball content. Jonathan Anastas, the CEO of ClashTV, said the July 9 open run in Philly generated over 500,000 viewers.
There’s also a push to find a woman for the Mixtape Tour team, which Gordon gave more credence after watching female players rouse the crowd during the five-on-fives in Philly.
“We want that And1 bus to pull up,” Gordon said, “and for a woman to get off that bus as well.”
But most of the strategy is about recapturing the essence of And1′s golden era. Gordon said he struck a deal with Eminem’s manager, Paul Rosenberg, to produce music for And1. He teased the possibility of Eminem, perhaps the world’s most recognizable rapper during And1′s peak, laying down a verse or two for the mixtape.
Gordon said the company is also bringing back the t-shirts with trash-talk phrases (example: “Call me the surgeon. I just took your heart), although the messages must abide by modern guidelines.
“Some of that stuff was cool back then, but now it’s corny,” Gordon said. “And some of that stuff, you probably get canceled now.”
Beyond the new merchandise and distribution planning, there’s also hope And1 will benefit from the swelling popularity of 90s nostalgia. Retro T-shirts featuring Tupac, Biggie Smalls and Nirvana, to name a few 90s icons, turned trendy after being worn by current artists and athletes.
“That’s something we could not have planned for. We don’t set the cycle of fashion trends,” said Lisa Schein, the SVP of Brand Development at Galaxy Universal, the New York-based company that bought And1 in 2021. “It happens on its own. But that doesn’t mean we’re not benefitting from it. I think you’re seeing the macro trend of 90s nostalgia. I think streetball is on the upswing. And so it’s this confluence of everything at once that this was the right time to make this happen.”
