Challenge:  Lugz is an urban shoe brand from back in the day. Lacking the funds for big endorsements, they were starting to lose share. Our insight? A "back to your roots" approach, as the brand was launched at the birth of hip hop. The work tapped into the four origins: MCing, DJing, tagging and breaking.

Solution:  The work also capitalized on an under-utilized celebrity in the category - radio DJs, like Funk Master Flex and Kid Capri. The brand regained cache, and attracted hot new music acts as endorsers.