And1, a brand of basketball shoes that was once very popular and is the subject of a new Netflix documentary, has its roots in Philadelphia.
The movie "Untold: The Rise and Fall of And1" came out on Netflix on Tuesday. It tells the story of And1, a company based in Paoli on the Main Line that rose to
the top of basketball and culture before falling into obscurity. And1 used marketing strategies that had never been done before,
which helped it become one of the most popular basketball brands in the world in a short amount of time. NBA players like Stephon Marbury, Ben Wallace,
Rafer Alston, and Jamal Crawford are sponsored by the company. Kevin Garnett is the creative director of the company right now. What do And1 and the Philadelphia area have in common?
Jay Coen Gilbert, Seth Berger, and Tom Austin started AND1 in 1993 in Philadelphia. The three people started the company as part of a project at the University
of Pennsylvania's Wharton School of Business. Before American Sporting Goods Inc. bought the company in 2005, it was based in Paoli.
Kevin Wulff was president of American Sporting Goods Inc. at the time. Since 2016, he has been CEO of Mitchell & Ness in Philadelphia. Gilbert and Berger still live in the area.
Berger was CEO of AND1 for 10 years. He is now the managing director of the Philadelphia 76ers Innovation Lab, which is a venture capital programme run by the Sixers.
Jay Coen Gilbert lives in Berwyn and runs Imperative 21, a business network that represents over 70,000 companies and 20 million employees.
In 1999, the first commercials and print ads for AND1 were shot at Haverford College. How did And 1 become well known?
And1 used aggressive marketing methods that were based on the culture of "streetball." Shane Woney, a former streetball player, says in the movie that
streetball is a mix of hip-hop, graffiti, and breakdancing. It's a kind of basketball played on playgrounds in cities all over the United States. And Andre found a way to sell it.
The company started out selling T-shirts with trash-talk phrases on them. In its second year, it made a deal with Foot Locker to sell those T-shirts in 1,500 of its stores.