REEBOK’S GROUPIES: Reebok International and Foot Locker are cosponsoring the “Rock the Mic” tour, a hip-hop bonanza expected to stop in 35 cities in the U.S. and Canada this summer. Jay-Z, 50 Cent and Fabolous will be headliners, with Missy Elliott, Busta Rhymes, Snoop Dogg, Sean Paul and Bonecrusher making appearances in select cities. Fabolous has starred in ads for Reebok and Foot Locker, and Jay-Z and Elliott also have plugged Reebok.
This story first appeared in the June 5, 2003 issue of WWD. Subscribe Today.
As part of the deal, Jay-Z will do “meet and greets” at some concert stops, encouraging fans to try on Rbk footwear for the chance to win a pair of concert tickets. Both brands will have a strong presence at each concert. Foot Locker will promote the tour on video monitors and in-store displays in select markets.
Micky Pant, Reebok’s chief marketing officer, said, “Reebok’s sponsorship of the tour is part of our strategy to align the brand with athletes, artists and events that reflect youth culture.”
SHARAGANO GETS SPORTY: Sharagano is the latest label chasing the activewear trend. The company ships its new Sharagano Sportive line of athletic-inspired sportswear to specialty stores as well as its freestanding stores in New York’s SoHo district and in the Roosevelt Field Mall in September. First-year projected wholesale volume is between $6 million and $8 million, said Kenny Phelps, sales manager.
“We thought it was the right time to be doing this,” he said. “Activewear has caught on in the past six months.
Jumpsuits, skirts, warm-up pants and jackets are featured in the 60-piece line. Sharagano Sportive, licensed by Adamo Sportswear, is being shown at Sharagano’s new 4,000-square-foot showroom at 214 West 39th Street in New York.
FIXEL SPARKS UP: Susan Fixel has teamed up with Cigarette Racing Team to design its new women’s sportswear. Skip Braver, a Chicago businessman who purchased Cigarette last year and plans to dive into other categories, said, “Our lowest-priced boat is $250,000 [and goes up to $800,000]. We wanted to offer our customer more than a T-shirt and cap.”
Cigarette’s logo apparel includes tanks, long-sleeve shirts and corseted tops and debuts this summer at Cigarette boating events and boat shows. New Yorkers will get a glimpse of the styles at a fashion show at Chelsea Piers’ Surfside Marina on June 13. The 20-piece collection wholesales from $24 to $60.
CAPEZIO’S NEW SONG: Capezio’s Harmony label will begin selling dance-inspired sportswear to specialty stores and department stores this fall. The new Harmony collection, which will carry an Energy hangtag, will consist of knit pants, capri pants, hooded sweaters and other casual looks that will wholesale from $12.50 to $16.50. It is designed to appeal to a wider range of customers and is more geared for performance purposes, a company spokeswoman said.