For Immediate Release
Contact: Kathy Bell
Jericho Communications
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kathy@jerichopr.com

FIRST-EVER URBAN DRIVING SHOE TAKES MARKET BY STORM AS CELEBRITY DJ, FUNKMASTER FLEX, JOINS FORCES WITH LUGZ
Lugz Introduces Serious “Playa” In Urban Footwear

New York, NY, January 23, 2003 – Lugz, the brand that’s built for the city, announced today the first-ever celebrity-endorsed urban driving shoe. DJ Funkmaster Flex, the number one hip-hop DJ in the country, teams up with the footwear giant to design and create a comfortable but stylin’ shoe fit for driving or hanging out on the town.

After playing an integral role in Lugz’s advertising campaigns over the last two years, Funkmaster Flex expanded their relationship and began working closely with the company to design the first-ever urban driving shoe. When it comes to street flossin’ the Funkmaster Flex FMF-1 driving shoe is the “gotta have” item. The shoe, which launches nationwide this month, kicks off with a national, multi-million dollar print and broadcast advertising campaign.

“As a fashion-forward brand, maintaining an urban edge is extremely important for us,” commented Larry Schwartz, EVP of Lugz, the brand that’s built for the city. “Collaborating with Flex made perfect sense – we know response to the FMF-1 driving shoe will be huge! The shoe is fresh and hip – great for hanging out’ with friends or cruisn’ around town.”

While not just for driving, Lugz hopes to bring to life a whole new category of footwear with the introduction of the driving shoe. “The relationship between the new Lugz shoe and cars is more about attitude and image than it is transportation,” explains Schwartz. “Like Flex himself, who’s a car enthusiast, the shoe is meant to reflect the same self style that one finds in a customized car.”

“Cars are my passion – I love getting involved in everything from creating a completely unique customized car to organizing my annual celebrity car show,” said Funkmaster Flex, hip-hop’s number one DJ. “For me, this shoe is a true labor of love; it represents everything I feel when driving around town – energy, comfort and class. I wanted to help design a shoe that catered to the driving and racing crowd but that was also great for just hanging out.”

The exterior of the shoe boasts all-over supple full grain leather complimenting the folded leather appointments and laced Lugz “L” alloy hardware. The light-weight shoe comes with a moulded cushion footbed and roomy interior for optimal comfort and comes in three colors: wheat/cream nubuck; white leather; black/silver leather.

The FMF-1 driving shoe features a sleek, lowered and tricked out TPR suspension system taking cushion and driving comfort to a whole new level. The forefoot spec-o racing profile with Euro spec disc heel profile features an Xtra-sticky Lugz ZCS formula compound for maximum traction on all kinds of surfaces. The driver heel is adorned with both Lugz and FMF-1 alloy badges.

The FMF-1 driving shoe retails for $70 and will be available nationwide in all major retailers such as Foot Locker, Champ’s Sports, FootAction, Athlete’s Foot, Finish Line, Eastbay, Journeys, Jarman, etc. Included with purchase is a key ring (featuring a mini signature chrome medallion version of Funkmaster Flex’s Vella dub engraved with the FMF Street Flossin’ logo) and bio hang tag.

About Funkmaster Flex
Funkmaster Flex has quickly evolved into a one-man entertainment conglomerate. A multiple gold recording artist, on-air personality/mixer at New York’s premier Hot 97 radio station, club DJ, and founder and CEO of Franchise Marketing as well as his own record label (Franchise Records), Flex shows no sign of slowing down. Flex also created and hosts the “Funkmaster Flex Celebrity Car Show” – an annual automotive exhibition and celebrity drag race. This year he has planned a 15 city national tour, which will feature a number of celebrity vehicles. Celebrities who will be showcasing their cars include Sean ‘P. Diddy’ Combs, Busta Rhymes, Wyclef Jean, Master P, among others.

About Lugz
From its auspicious inception in 1993, Lugz has been an innovator in the footwear market from its trend-setting styles and rich endorsement history of hip hop entertainers to the well-known animation character themes famous today. As a fashion-forward brand, the corporate mission is dedicated to offering fashion, quality and style – product that is built for the city – at competitive price points. Over the years, these marketing concepts reinforced the Lugz brand helping it to become a leader in urban footwear with sales in excess of $150 million.

For additional information please visit www.lugz.com.