Daring to be different

In a world of jiving hoop junkies, And 1 stands out as the purveyor of non-conformist basketball. It’s a dare-to-be-different brand. If you’re not afraid to admit you play the game with an attitude, you’re an And 1 type of player.

Of the hundreds of sports shoes out in the market, And 1 is proud of its distinction as the only brand exclusively dedicated to basketball. No other sport counts. Basketball is its be-all.

That’s why it isn’t difficult to track And 1’s progress as a market player. Its niche is so clearly defined. Its devotion to hoops has led to a focused approach that is the envy of competitors. Note, for instance, the fact that And 1, because of its focus, was the first to introduce sleeveless tees, game mesh shorts, post-game slip-ons, those outrageous knee-length shorts with drooping inseams and the wild videos showing kids freestyling in playgrounds.

And 1 was formed in Pennsylvania in 1993 to cater to the hip-hop market of 11 to 17-year ballers. It initially sold "in your face" trash-talk T-shirts. The company later expanded to market shoes and other apparel.

Seth Berger and Jay Coen Gilbert established And 1 "to package urban street culture for profit." Berger explained, "Our roots are at the playground level where ballplayers talk smack and have the game to back it up." The idea was to address the burgeoning youth market with a marketing approach that almost bordered on insolence.

Attitude was the key word. And 1 zeroed in on ballers who couldn’t care less if their team won for as long they got their points, assists and rebounds. The swagger was important. In playgrounds where chains hung from the rim instead of nylon, ballers wouldn’t survive if they didn’t walk the walk or talk the talk of high-fiving streetplayers.

It’s no wonder And 1’s slogan last year was "Get Yours," a highly individualistic call to arms. And this year, the slogan is even more personal–"i-ball" because in hoops, you’ve got to make your mark as a baller before you make your mark in a team. Fans still fondly remember And 1’s "American Dream" ad campaign starring Latrell Sprewell.

The revolutionary concept of shocking the market with a no-frills attitude is the silver lining in And 1’s success story. In only 11 years of existence, And 1 has blossomed into a $250 Million company. Overseas business has contributed $50 Million to the coffers, from about $800,000 during the pioneering period.

In the Philippines, Relzbach Ventures is And 1’s exclusive distributor. Bob Bachmann, whose legendary father Kurt was a former national cager, has steered Relzbach for three years with resounding success. And 1 is now available in 141 outlets nationwide and 20 more will open in two months. With six free-standing stores in Metro Manila, And 1 is extremely visible and accessible.

Relzbach’s 75-square meter "And 1 Playground" at the Podium is the brand’s first concept store in Southeast Asia and is a universal showcase of what a concept store should be.

Bachmann says laying the foundation of a retail network was crucial in putting And 1’s best foot forward. He’s recruited pitchmen like Jimmy Alapag, Noy Castillo, Rodney Santos, Rob Duat, Mike Cortez and Vince Hizon to push the brand and the Alaska pro team to wear it. To take And 1 higher, Bachmann plans a series of events this year. A fashion show is in the works–will Duat bare all?–and probably in October, about 12 Mixed Tape stars will strut their wares here in a tour.

In keeping with And 1’s non-conformist approach, Bachmann says he’s considering innovative and dynamic ways to promote the brand. As an example, he’s plastering five Metro Manila commuter buses plying the university route and taking passengers all the way to Alabang with And 1 slogans and logos. That seems to be a better vehicle to spread the word on And 1 than expensive stagnant billboards.

For its efforts, Relzbach has been rewarded with franchises in Thailand, Hawaii, Guam, Saipan, Myanmar, Vietnam, Singapore and Brunei. If the Philippine experience is an indication, Relzbach should be able to promote And 1 as successfully in other markets.

"At the moment, we’re selling And 1 merchandise at a shoe-to-apparel ratio of 87 to 13 but we hope to make it 60-40 eventually as we bring out more quality merchandise in the market," says Bachmann.

The campaign to push And 1 is nearly as exciting as the brand itself. Bachmann says he’s got eight endorsers in the And 1 team and he’s on the lookout for seven more. He’s also hoping to sign up one more Philippine Basketball Association (PBA) and two more UAAP (University Athletic Association of the Philippines) squads.

Endorsers aren’t paid to join the And 1 bandwagon. In fact, Bachmann says, one of And 1’s PBA pitchmen turned down a six-figure cash offer from a rival brand to hop in.

"Our guys love the brand–it’s their personal choice to wear And 1," says Tet Bachmann, wife of Bob’s brother and Alaska assistant coach Dickie. "Rodney used to get his And 1 shoes from the US before he became our endorser. And Jimmy was like a kid in a candy store when we took him to our warehouse for the first time."

Tomorrow, And 1’s Asia-Pacific manager Justin Cupps talks about the Mixed Tape stars, competition and strategy.