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About Button Boutique In a unique way, we offer our customers a top-fashion collection of buttons directly via the Internet. They are not bound to any minimum quantities. Each piece is individually available. AND1 focuses strictly on basketball. It is currently a subsidiary of the Sequential Brands Group, [1] and is sold nationally and around the world by Sporting Goods retailers. The company name is derived from a phrase used by basketball broadcasters: The brand started by selling T-shirts out of the back of a car, but caught fire right away.

Early advertising strategies, used to distinguish their products from others, included other basketball slogans and trash talk , such as "Pass. Save Yourself The Embarrassment".

The t-shirts started off in Foot Locker and within the second year of launching it reached 1, stores across America. The tape contained low quality camera moves, poor resolution and nearly indecipherable audio featuring a streetballer by the name of Rafer Alston. The videotape would soon be known as the "Skip tape", referring to Alston's streetball nickname "Skip to my Lou".

Alston later signed on with AND1. When the traditional marketing campaign proved unsuccessful, a strategy was formed to use the "Skip tape". It was edited and reprinted into 50, copies and over the next eight weeks, distributed across basketball camps, clinics, record labels.

The tape would become the first "Mix Tape", and quickly made Alston into a celebrity. Approximately , tapes were distributed in the span of 3 weeks, making this promotion one of the most successful in U. Filmmakers were then sent across the country to capture and find the next streetball legend. Beginning with the Marbury signing and the Rafer Alston discovery two years later, AND1 began to recruit more and more NBA players to wear their product, a major power play in competing with the bigger brands, such as Nike and Adidas.

By the season, AND1 was second only to Nike in market share among NBA endorsees, a big part of them soon becoming the second largest basketball brand in the United States, only eight years after their inception. The AND1 summer tours had already been going on from , but in , with the release of Mixtape 3, AND1 officially expanded their annual streetball tours into the Mixtape Tour.

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