lugz shoes  |  the arrow
back to the source
back to the source
Challenge:  Lugz is an urban shoe brand from back in the day. Lacking the funds for big endorsements, they were starting to lose share. Our insight? A "back to your roots" approach, as the brand was launched at the birth of hip hop. The work tapped into the four origins: MCing, DJing, tagging and breaking.

Solution:  The work also capitalized on an under-utilized celebrity in the category - radio DJs, like Funk Master Flex and Kid Capri. The brand regained cache, and attracted hot new music acts as endorsers.

"Arrow" TV spot that introduced the Old School campaign

Funk Master Flex introduces the FMF-1 Driving Shoe.