Cash Money Records CEO Baby Signs Shoe Deal With Lugz To Make Birdman Sneaker

Lugz Shoe Company, a leading brand in urban footwear, has announced their partnership with music mogul and multi-platinum hip-hop artist Bryan “Baby” Williams aka Birdman to create a signature athletic shoe called “Birdman.”

The “Birdman,” a sneaker with a clean-cut design, will make its debut on May 15, 2004 in exclusive retail stores around the country. A special “bling-bling” Cash Money Stack Clip will be included with every “Birdman” shoe. The shoe will debut at a suggested retail price of $70.00 and a full print, radio and television advertising campaign will support the launch of the collection.

The concept is the brainchild of Lugz’ Executive Vice President Larry Schwartz, who approached Baby, recognizing the rapper’s entrepreneurial spirit as a perfect fit with Lugz.

“Baby is one of the most influential hip-hop artists of today. He has sold millions of albums and his fan base is worldwide,” says Schwartz. “We are really excited about this new partnership and expect to make a major impact in the marketplace.” Together Schwartz and Baby created the signature “Birdman” shoe. and even clothing. The past two summers in fact, Flip has influenced the clothing and accessories of millions.

“Lugz definitely has their ear to the streets. They have a handle on what hip-hop culture is and what fans really want. The Birdman sneaker reflects my own personal style,” says Baby. “And this is just the beginning. Believe that!!”

Hot off the heels of releasing the industry’s first signature artist shoe with DJ Funkmaster Flex in February 2003 – the “FMF-1” Driving Shoe – this partnership continues Lugz’ innovative concept of merging hip-hop stars and footwear.

A banner year for the decade-old family-owned business, Lugz, a subsidiary of JSSI, has always been an innovator and leader in urban footwear. Lugz first made a name for itself in 1993 as the first brand to feature the hottest hip-hop artists in its ads from Erick Sermon to Snoop Dogg, to Master P, De La Soul and Funkmaster Flex.

Lugz offers a complete range of footwear from boots to athletics to casual shoes for men, women and infants. Lugz sold over one million pairs of “Flex” Driving Shoes, making him one of the top endorsers in the shoe industry. Sales for Lugz Shoes in 2003 reached $150 million.

Baby (Bryan Williams) is responsible for creating and branding the “bling-bling” empire that would go on to define, shape and mold a signature sound, now known as the epitome of the Dirty South.

In 1991, he and his brother established Cash Money Records with a roster of heavy hitting artists from their hometown, New Orleans. Baby gained national notoriety in 1997 when he inked a multi-million dollar deal with Universal Records. As a creative musical innovator, triumphant entrepreneur and confident performer, Baby aka Birdman helped craft multiple gold albums and amassed three platinum albums. In 2002, Baby released his fist solo album, “Birdman,” which successfully combined the biggest names in hip hop and R&B.

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