To reintroduce the L.A. Lights collection from L.A. Gear, Gertrude, Cutters, Dictionary Films, Sol Design and Easyfeel have created a new Broadcast spot entitled “Step Into the Lights.”
Founded in 1979 to market and rent roller skates in Venice Beach, L.A. Gear expanded into athletic footwear in the mid-1980s and became almost instantly popular. The brand marked a triumphant return in December 2008, bringing back signature styles from its huge ’89-’90 Unstoppable Collection as well as the L.A. Lights Collection for men, women and kids.
The brand has rereleased the line of sneakers with the “Step Into the Lights” spot features the Chi-Town Finest Breakers crew made up of the Borjas family – 11 year old Lucio aka “Ozone,” 10 year old Alazaie aka “Spinderella,” 9 year old Santos aka “Turbo” and 8 year old Enrique aka “Crazzy Legz”.
“Step Into the Lights” was directed by Jay Patton of Dictionary Films. Creative credits include CCO Otis Gibson & Copywriter Peter Toutant of Gertrude, Motion Designer Chris Anderson of Sol Design, Editor Christopher Gotschall of Cutters, and original music from EASYFEEL composed by Mark Share.
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