SBD/11/Sponsorships Advertising Marketing

AND 1 TRIES TO STAY AHEAD OF BASKETBALL'S FASHION CURVES

          PA-based AND 1 is profiled by Stan Hochman of the
     PHILADELPHIA DAILY NEWS.  AND 1 CEO Seth Berger "is baffled
     by the NBA edict that shorts must end at least" one inch
     above the knee.  Berger: "Kids want their shorts long, big
     and baggy.  We make ours big and baggy, L, XL, XXL, which
     are extra long, over the knee."  Hochman writes that AND 1,
     which did $30M worth of business last year, started out
     manufacturing T-shirts, emblazoned with trash talk.  Berger,
     on fashion trends: "We spend all our time anticipating the
     next trend.  Our new product people are not just trying to
     figure out what's cool today, but what's cool a year from
     today.  Which is why we continue to play ball, to hang out
     with young players, to bring young players into the company,
     so we can continue to be on the edge. ... Lots of trends
     start with kids."  NBA Senior VP/Basketball Operations Rod
     Thorn, asked about the league's shorts edict: "Fashions come
     and go. ... We can't have two guys wearing shorts hanging
     down to the calf, two others wearing 'em to the knee,
     another guy below the knee" (PHILA. DAILY NEWS, 12/11).

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