AND1

AND1 is an American basketball-focused footwear, clothing, and sporting-goods brand founded in 1993 by Wharton graduate students Jay Coen Gilbert, Seth Berger, and Tom Austin. The name comes from the basketball expression used when a player scores while being fouled and receives a free-throw opportunity. From its beginning, the company pursued a narrow basketball identity rather than presenting itself as a general sportswear label. Its early products were graphic T-shirts carrying basketball slogans and trash-talk phrases, initially sold from the founders’ car and later distributed through Foot Locker. This direct, irreverent voice helped the brand reach streetball players and recreational basketball consumers who were not necessarily addressed by conventional professional-sports advertising. AND1 expanded into footwear in 1996, the same year that NBA player Stephon Marbury became its first major spokesman. The company subsequently signed players including Raef LaFrentz, Larry Hughes, Latrell Sprewell, Kevin Garnett, and Jamal Crawford. Its defining breakthrough came not only from athlete endorsements but from the use of streetball video as marketing. A tape featuring Rafer “Skip to My Lou” Alston circulated within the company before being edited and distributed in 1999. The resulting AND1 Mixtape, initially handed out through basketball camps, clinics, record labels, and FootAction promotions, made Alston a prominent streetball personality and established a format that combined product promotion with spectacular ball-handling footage. The Mixtape concept developed into a traveling streetball team and a summer tour. From 2002 through 2008, the tour was televised on ESPN as Streetball and visited audiences in the United States and numerous international markets. Players such as Alston, Grayson “The Professor” Boucher, Hot Sauce, Spyda, and other streetball performers became associated with the brand. Open-run events also invited local players to compete for places on the touring team and potential endorsement opportunities. This program made AND1 unusual among footwear companies: it functioned simultaneously as a product brand, a media property, a live entertainment platform, and a community-oriented basketball program. Product visibility increased through high-profile on-court moments. Vince Carter wore AND1 Tai Chi shoes during his 2000 Slam Dunk Contest victory, while Chauncey Billups wore the AND1 Rise when he was named NBA Finals Most Valuable Player in 2004. AND1 also developed signature or player-associated footwear such as the AND1 Spree and later lines including Mixtape Tour and Action 2.0. The brand supported NBA athletes as well as high-school and AAU teams, while continuing to market basketball clothing, shoes, and accessories. AND1’s corporate history included several ownership changes. American Sporting Goods acquired the company in 2005. Brown Shoe Company acquired American Sporting Goods in 2011 and soon divested AND1 to the newly formed Galaxy Brands. Galaxy was acquired by Sequential Brands Group in 2014. Sequential Brands filed for Chapter 11 bankruptcy protection in 2021, after which AND1 was acquired by Galaxy Universal. The brand later pursued a revival centered on basketball heritage, appointing Kevin Garnett as Creative Director and Global Ambassador in 2018 and signing Fred VanVleet to a major sponsorship agreement in 2019. It also continued to engage with streetball through open runs, team programs, and anniversary activities. AND1’s story was revisited in the 2022 Netflix documentary Untold: The Rise and Fall of And1, and the brand marked its thirtieth anniversary in 2023 by bringing back open-run events. Public information about its present headquarters, financial scale, and detailed international operations is limited.

AND1 began on August 13, 1993, as a graduate-school project by Jay Coen Gilbert, Seth Berger, and Tom Austin at the University of Pennsylvania’s Wharton School. The founders named the company after the basketball term describing a scoring play accompanied by a foul and an additional free throw. Rather than entering the broad athletic-apparel market, they concentrated on basketball and initially sold slogan-driven T-shirts from the back of a car. The shirts used provocative basketball language and appealed to streetball players, a segment that mainstream sports advertising often treated as secondary. Foot Locker distribution rapidly expanded the business, and the company reportedly reached approximately 1,500 American stores within its second year. Larry Johnson was an early prominent endorser. In 1996, AND1 appointed Stephon Marbury as its first spokesman and released its first basketball shoes. It also signed Raef LaFrentz and Larry Hughes. The brand’s market share grew sharply between 1997 and 1998, but its most important marketing innovation came from an unsolicited streetball video. A tape featuring Rafer Alston, then known as “Skip to My Lou,” had been sent to the company in 1994 by Marquise Kelly, a coach from Queens. It was later edited and turned into a promotional tape in 1998 and 1999. Distributed through basketball camps, clinics, record labels, and retail promotions, the tape became the first AND1 Mixtape and helped transform Alston into a recognizable streetball personality. The Mixtape strategy expanded through a FootAction product partnership. In the summer of 1999, customers received a free tape with purchases, and approximately 200,000 copies were distributed over three weeks according to the cited reference material. AND1 then assembled a traveling team of streetball players and filmed additional volumes. By the end of 1999, the Philadelphia-based company had more than 70 employees. Its profile grew further when Vince Carter wore the Tai Chi model while winning the 2000 NBA Slam Dunk Contest. AND1 subsequently sold more than one million shoes and reported approximately $285 million in revenue for the 2001 season, when it ranked second to Nike in market share according to the cited Wikipedia account. These figures are historical claims and should not be treated as current financial data. The summer tour became the AND1 Mixtape Tour in 2002. Open runs gave local streetball players a route onto the touring team and, in some cases, into endorsement relationships. Grayson Boucher, known as “The Professor,” was an early open-run winner. Between 2002 and 2008, ESPN televised the tour as Streetball, while edited footage was released on DVD in ten Mixtape volumes, ending with Mixtape X in 2008. The program expanded from the United States to more than thirty countries and later continued through the AND1 Live Streetball Tour. The tour visited locations in the Caribbean, Africa, the Middle East, and Latin America, although its roster and management changed after the company’s ownership transition. AND1 also developed a conventional athlete-endorsement business. Latrell Sprewell’s AND1 Spree was released in 2002, and the company signed Kevin Garnett and Jamal Crawford. In 2004, Chauncey Billups won NBA Finals Most Valuable Player while wearing the AND1 Rise. The brand supported NBA athletes and numerous high-school and AAU teams. It extended its entertainment identity into interactive media through the 2002 Street Hoops video game and the 2006 AND 1 Streetball game developed with Ubisoft, which allowed players to create characters and enter a fictionalized Mixtape Tour pathway. Corporate ownership changed in the mid-2000s. American Sporting Goods acquired AND1 in 2005, after which founders Seth Berger and Jay Coen Gilbert departed. Brown Shoe Company acquired American Sporting Goods in February 2011 and divested AND1 to Galaxy Brands later that year. Galaxy was acquired by Sequential Brands Group in June 2014. During this period, AND1 continued athlete signings, opened a Brooklyn retail location near Barclays Center in 2015, partnered with SLAM around the 2015 NBA All-Star Game, and created the Dominate the Game youth basketball circuit in 2017. The brand attempted a revival from 2018 onward. Kevin Garnett became Creative Director and Global Ambassador in 2018, followed by a major sponsorship deal with Fred VanVleet in 2019 and the Action 2.0 shoe. Sequential Brands Group filed for Chapter 11 protection on August 31, 2021, and Galaxy Universal acquired AND1 in September of that year. The brand received renewed public attention through the 2022 Netflix documentary Untold: The Rise and Fall of And1. For its thirtieth anniversary in 2023, AND1 revived open runs, and in 2024 it released a short Ben Wallace documentary and named Alexis Morris its first female ambassador. The brand remains associated with basketball footwear, apparel, streetball events, and the media legacy of its Mixtape era, although reliable public information about its present corporate scale and headquarters is limited.

1. 2023Open runs return for the thirtieth anniversary

   AND1 revives open-run events as part of its anniversary effort to reconnect with streetball participants.

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2. 2021Sequential files for Chapter 11 and Galaxy Universal acquires AND1

   Sequential Brands Group enters bankruptcy protection, and Galaxy Universal subsequently acquires AND1.

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3. 2018Kevin Garnett joins as Creative Director

   Garnett becomes Creative Director and Global Ambassador as the brand pursues a market revival.

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4. 2017Dominate the Game youth circuit is introduced

   AND1 establishes a youth basketball circuit under the Dominate the Game name.

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5. 2014Galaxy is acquired by Sequential Brands Group

   AND1 enters the Sequential Brands Group portfolio through Sequential’s acquisition of Galaxy.

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6. 2011AND1 moves to Galaxy Brands

   After Brown Shoe Company acquires American Sporting Goods, AND1 is divested to Galaxy Brands.

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7. 2005American Sporting Goods acquires AND1

   AND1 becomes part of American Sporting Goods’ sports-brand portfolio.

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8. 2004Chauncey Billups wins Finals MVP in the AND1 Rise

   Billups receives NBA Finals MVP honors while wearing the AND1 Rise basketball shoe.

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9. 2002The Mixtape Tour launches

   AND1 expands its summer streetball program into the Mixtape Tour and introduces open runs for local players.

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10. 2000Vince Carter wins the Slam Dunk Contest in Tai Chi shoes

    Carter’s victory while wearing AND1 Tai Chi shoes gives the brand a major visibility moment.

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11. 1999The AND1 Mixtape becomes a national promotion

    AND1 distributes a streetball video through retail and basketball channels, helping establish the Mixtape format and elevate Rafer Alston’s profile.

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12. 1996AND1 enters basketball footwear

    The company releases its first basketball sneakers and signs Stephon Marbury as a spokesman, alongside player agreements with Raef LaFrentz and Larry Hughes.

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13. 1994A streetball tape featuring Rafer Alston reaches AND1

    A tape featuring Queens streetball player Rafer Alston is sent to the company and later becomes the basis for the Skip tape and Mixtape marketing strategy.

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14. 1993AND1 is founded

    Jay Coen Gilbert, Seth Berger, and Tom Austin establish AND1 as a basketball-focused venture associated with the University of Pennsylvania’s Wharton School.

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A basketball-specialist brand emphasizing streetball culture, expressive on-court identity, accessible performance products, athlete personalities, and basketball entertainment.

• Tai ChiBasketball footwear2000

  Tai Chi is one of AND1’s best-known basketball shoe lines. Its association with Vince Carter’s 2000 Slam Dunk Contest victory gave it substantial cultural visibility and linked the product with the brand’s streetball-oriented image. The model represents AND1’s emphasis on expressive basketball styling as well as court use.

• AND1 SpreeBasketball footwear2002

  The AND1 Spree was a player-associated basketball shoe connected with Latrell Sprewell. Released in 2002, it formed part of the brand’s effort to combine NBA endorsement visibility with its broader streetball and basketball-lifestyle identity.

• AND1 RiseBasketball footwear

  The AND1 Rise was a basketball shoe worn by Chauncey Billups during his 2004 NBA Finals Most Valuable Player season. The model is remembered as one of the brand’s prominent performance-footwear products from its early-2000s expansion.

• Mixtape TourBasketball footwear

  Mixtape Tour is a basketball footwear line drawing on the visual language and cultural legacy of AND1’s traveling streetball program. It expresses the company’s connection to video highlights, streetball personalities, and recreational basketball communities.

• Action 2.0Basketball footwear2019

  Action 2.0 was introduced around the time of AND1’s 2019 sponsorship relationship with Fred VanVleet. It represented the brand’s attempt to refresh its performance-footwear offer while retaining its basketball-specialist positioning.

• AND1 MixtapesBasketball media1999

  The AND1 Mixtapes are edited streetball highlight videos rather than conventional apparel products. They began with the Skip tape and evolved into a broader media series tied to the company’s touring team. Ten principal volumes were released on DVD, with Mixtape X identified as the final volume in 2008.

• Street HoopsVideo game2002

  Street Hoops was the first video game licensed around the AND1 brand and its streetball players. Released by Activision in 2002, it extended AND1’s basketball-entertainment identity into interactive media.

• AND 1 StreetballVideo game2006

  Developed with Ubisoft and released in 2006, AND 1 Streetball allowed players to create a basketball character, perform stylized trick moves, and progress toward the fictionalized AND1 Mix Tape Tour. A mobile version was also released by Gameloft.

• 2023Thirtieth-anniversary open runs

  United States

  For its thirtieth anniversary, AND1 reinstated open-run events as a direct expression of its streetball heritage.

  Outcome. The events were intended to introduce the brand’s community format to a new generation of players.

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• 2017Dominate the Game

  United States

  AND1 introduced a youth basketball circuit designed to extend its team and grassroots presence among younger players.

  Outcome. The initiative complemented the brand’s high-school and AAU sponsorship activity.

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• 2015Brooklyn All-Star and Flatbush events

  United States

  AND1 partnered with SLAM around the 2015 NBA All-Star Game in Brooklyn, combining charity activities involving Lance Stephenson and Rafer Alston with a temporary retail lounge near Barclays Center.

  Outcome. The program reinforced AND1’s connection to Brooklyn streetball culture and supported the opening of its first street retail location.

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• 2002AND1 Mixtape Tour and open runs

  United States · International markets

  The summer tour was expanded into the AND1 Mixtape Tour, with open runs giving local players opportunities to challenge the touring team and potentially earn a roster place or endorsement.

  Outcome. The tour became a major streetball entertainment property, was televised on ESPN as Streetball, and eventually reached numerous countries.

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• 1999AND1 Mixtape distribution

  United States

  AND1 distributed a streetball video featuring Rafer Alston through camps, clinics, record labels, and retail promotions. The campaign used entertainment content to create demand for basketball products and established the Mixtape as a signature brand platform.

  Outcome. The tape helped make Alston a streetball celebrity and led to a national touring and video-production program.

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• 2021Transfer to Galaxy Universal after Sequential bankruptcyM&A

  Sequential Brands Group, AND1’s then-parent company, filed for Chapter 11 protection.

  What changed. Galaxy Universal acquired AND1 in September 2021.

  Aftermath. The acquisition placed the brand under Galaxy Universal and was followed by renewed anniversary, content, and streetball activity.

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• 2018Launch a brand revival centered on Kevin GarnettStrategy

  AND1 sought to re-establish its relevance in the basketball market after years of ownership and operating changes.

  What changed. The brand appointed Kevin Garnett Creative Director and Global Ambassador and added other basketball ambassadors.

  Aftermath. The move preceded new athlete partnerships and product activity, including the 2019 Fred VanVleet agreement and Action 2.0.

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• 2005Sale to American Sporting GoodsM&A

  AND1 had grown into a significant basketball footwear and apparel business.

  What changed. The company was acquired by American Sporting Goods.

  Aftermath. Founders Seth Berger and Jay Coen Gilbert left soon after the transaction, and the brand subsequently passed through additional ownership changes.

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• 2002Expand the summer program into the Mixtape TourStrategy

  The initial streetball videos and touring team had generated strong audience interest.

  What changed. AND1 formalized the program as the Mixtape Tour and added open runs for local players.

  Aftermath. The tour became a recurring live and televised property, extending the brand beyond retail products.

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• 1999Shift from conventional advertising to Mixtape contentStrategy

  Early traditional advertising featuring NBA players did not produce the desired response.

  What changed. AND1 repurposed the Skip tape as a free promotional product and built a touring streetball program around video highlights.

  Aftermath. The approach made Rafer Alston a recognizable figure and created one of the brand’s most distinctive marketing platforms.

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• 1993Focus exclusively on basketball and streetballStrategy

  The founders entered a sportswear market dominated by larger, broader athletic brands.

  What changed. AND1 concentrated its product range and communications on basketball, particularly streetball players and recreational basketball consumers.

  Aftermath. This narrow specialization became central to the brand’s identity and differentiated its marketing from conventional multisport campaigns.

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• 2024AND1 releases Ben Wallace documentary

  The brand released a short documentary focused on the career of former NBA player Ben Wallace.

  Campaign
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• 2024Alexis Morris becomes AND1’s first female ambassador

  AND1 named basketball player Alexis Morris as its first female ambassador.

  Leadership change
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• 2023AND1 revives open-run events for its thirtieth anniversary

  AND1 brought back open-run events as part of its thirtieth-anniversary efforts to connect with a new generation of streetball players.

  Campaign
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• 2022AND1 featured in Untold documentary

  The Netflix documentary Untold: The Rise and Fall of And1 examined the brand’s rise, streetball media strategy, and later difficulties.

  Other
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• 2021Sequential Brands Group files for Chapter 11

  Sequential Brands Group, then AND1’s parent company, filed for Chapter 11 bankruptcy protection.

  Bankruptcy
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• 2021AND1 acquired by Galaxy Universal

  Galaxy Universal acquired AND1 after Sequential Brands Group entered bankruptcy proceedings.

  M&A
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• 2019AND1 signs Fred VanVleet and introduces Action 2.0

  AND1 reached a major sponsorship agreement with Toronto Raptors guard Fred VanVleet and supported the introduction of the Action 2.0 shoe.

  Product launch
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• 2018AND1 appoints Kevin Garnett as Creative Director

  Kevin Garnett joined the brand as Creative Director and Global Ambassador during an effort to rebuild its market presence.

  Leadership change
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• 2016AND1 signs Sean Kilpatrick

  The brand signed Brooklyn Nets guard Sean Kilpatrick.

  Other
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• 2015AND1 opens first street retail location

  AND1 agreed to operate a retail store on Flatbush Avenue in Brooklyn near Barclays Center and supported related All-Star-week events.

  OtherCampaign
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• 2014Galaxy acquired by Sequential Brands Group

  Sequential Brands Group acquired Galaxy, bringing AND1 into its brand portfolio.

  M&A
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• 2012AND1 signs Lance Stephenson

  AND1 signed Indiana Pacers player Lance Stephenson to an endorsement agreement.

  Other
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• 2011Brown Shoe Company acquires American Sporting Goods

  American Sporting Goods, including AND1, was acquired by Brown Shoe Company, which subsequently divested the AND1 brand.

  M&A
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• 2011AND1 sold to Galaxy Brands

  Following Brown Shoe Company’s acquisition of American Sporting Goods, AND1 was sold to the newly formed Galaxy Brands.

  M&A
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• 2005AND1 acquired by American Sporting Goods

  American Sporting Goods announced the acquisition of AND1 as part of a portfolio of sports brands.

  M&A
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1. AND1