Let me tell you something:
1. A private American company registered as The Basketball Marketing Co, Inc. is the exclusive brand of professional basketball players and fans, and its products include basketball shoes, basketball clothes, warm-up clothes, T-shirts and other accessories. Personalized design and aggressive language are its characteristics.
2. It's a basketball term, which refers to an offensive score, an opponent's foul and an additional penalty.
The origin is: 1993. At a sporting goods exhibition in Chicago, three college students in their twenties circled among the salesmen of Nike, Reebok and adids. Their names are Seth Berger, tom austen and Jay Gilbert. They are not happy at all, because they have come to the conclusion that there is nothing cool enough in America. So, these three college students decided to create a brand for [real basketball players] (they called them players).
On the way home, they wrote the first few rubbish words (later developed into T-shirt series) on their napkin fingers and vowed to [kick Nike's ass] (make Nike look good). They said that 10 years from now, people will write a book about us (players), just like someone wrote a Swooth for Nike and 1 started like this.
【 Left foot exists for right foot 】
When other brands invested a lot of money in market research, Seth and his partners took their sample shoes and visited one basketball court after another to show them to the people who really played on the court. Once, a young man saw Seth's and 1 "coordinator" samples on a court in Dallas and wanted to buy them on the spot. Seth said, "But this is the only sample I have, and only my right foot." Guess what the young man said? His eyes sparkled with longing, and he said, "Never mind, sell it to me, and I will find something suitable for my left foot!" " "However, he still didn't buy it. This story makes Seth more convinced that there are many young people playing basketball like this in America, and they need different cool things. The world needs something like AND 1.
Who-who wears AND 1
[Fashion is as stupid as uniforms]
The same organization is also common in the United States.
And 1 has been released as a game on the ps2 platform.
Most players like him better because he is freer, more interesting and faster than the NBA.
Seth is not interested in fashion. He designs and produces goods for basketball players because he is an "athlete" himself. He did not hesitate to scold consumers: "If you wear AND 1 to the stadium, but you can't play, it looks really stupid!" He also warned dealers not to sell AND 1 to vain people who don't play seriously and cowards who don't have their own opinions. And 1 don't "wear it cool", but "only people who are cool enough should wear it". Seth and their partners eat, live, work, sleep and breathe, all of which are related to basketball. For example, in the interview, in addition to the general procedures, they usually have a ball game with the candidates. They hope that everyone who works in AND 1 can play basketball. If not, they will provide basketball lessons until you become a master. Because if not, how to sell AND 1 to the master.
[people who exchange souls with and/kloc-0]
Now, young people all over the United States are tattooed with the "The Player" logo of AND 1. Once in Adidas' basketball summer camp, Jay Gilbert saw several young people tattooing "players" and their initials on their arms. Another example is the McDonald's National High School Basketball Competition one spring. At least six players have tattoos. Young people want to be treated as real players, which is why they want to "absorb" AND 1 this player to become a part of them. Jay Gilbert also said, "You just can't find someone who doesn't work at Nike but has that little hook tattooed on his body!" Everyone who wears AND 1 has a "player" in his soul.
1 How did it come from?
[And 1 even if you eat canned food]
Let's go back to the three young people who created AND 1 in 993. Since they vowed to give young people something really cool, the three of them have been eating canned fish for two years in a row, thinking that they don't know when they can eat really fresh fish. By the end of 1998, AND 1 has 55 employees, and the target turnover of 1999 is 80 million dollars. Seth said, "disgusting canned fish, I don't want to eat it anymore!" " But now, almost no one thinks they still need to eat.
[Players are just foil]
At that time, the overall sales volume of the American sneaker industry was poor, and 1 hit a 400% growth! Other well-known brands, such as Nike and Reebok, either terminated the contract in advance or significantly reduced the signing amount, except Michael Jordan. Seth said: "What really makes AND 1 sell well is the unique style of the brand itself, not the signing players. In fact, AND 1 most products are not designed for signing players, and there is no need to endorse products. "
Where-and 1 Where to go?
[The goal is subversion, and the means is subversion]
In the past 40 years, sports shoes are one of the largest industries in the United States, with annual sales approaching $6,543.8+$500 million. 1998, it is estimated that Americans will buy more than 350 million pairs of sports shoes, compared with 40 million pairs in the 1950s. American shoe industry rotates every 10 years to produce new leading brands: converse in the 1960s, adidas in the 1970s, Reebok in the 1980s, and thanks to Jordan in the 1990s, Nike finally took the throne. Seth Berger hopes AND 1 will become the first king in the field of 2 1 century sneakers. Looking at the content introduced earlier, you can imagine that the way he took was completely subversive.
[I love basketball]
And 1 while striding forward, we also want the American basketball community to advance together because of the injection of new blood. And 1 knows that 98% of high school players will never get a sports scholarship before entering the NBA, so they donate 5% of their profits every year for public welfare purposes, with special emphasis on the youth basketball education program. And 1 sponsored Philadelphia Futures, Philadelphia Reading, White William Scholars and Pennsylvania VIP Counseling Program. In addition, AND 1 also provides other basketball camps, competitions and team sponsorship. Put on AND 1, you should get used to hitting others.
Who-and 1 Who are the contestants?
[new york mob]
AND 1 team's MixtapeVol. 1 was edited from the game of new york Rock Park, and players from new york occupied the majority in AND 1 team, from the earliest world-famous streetball king Skip to my building, Harlem was the invincible first and second person, headache and Arimo, Bronx big brother, Shane "dribbler". Main Event, a rock park god from New Jersey, came to new york, 1/2 Man 1/2 Amazing from Brooklyn, Escalade from Queensbridge, legendary future from new york, pharmacist who joined in 2004 and so on.
[East Coast DC- Philadelphia Group]
New york, D.C. and Philadelphia, the three major American streetball city alliances, not only have a large group of people in new york, but also 1 have recruited Prime Objective, a DC expert with super actual combat ability, and Baby Shack, the MVP of Barry Farm in 2003 and 2004. Philadelphia A.O., as one of the old members of AND 1 team, is also gorgeous and deeply loved by fans. He once led the team to win the championship in NBDL and won the MVP!
[pride of Atlanta]
Hot sauce, 50, Spyda, anyone who has seen AND 1 tour will know these three people. One is gorgeous and invincible dribbling skills, colorful tricks, one is an NBA player who is violent and has the ability to shoot in the middle distance, and the other is a 1.78 guard who can score and assist at the same time. Atlanta, the hometown of this great streetball player, let us remember and carry forward it forever.
[tough guy on the west coast]
Sik Wit It, the first person in the San Francisco Bay Area, ruled the West Coast Stadium for nearly 15 years. He is a top dribbling monster, with super three-point ability and brilliant figure in AND 1.
Bad Santa Claus and Hashshashin, new members of AND 1 in 2005, are one of Skip's college teammates and one of California's top five generals. Bring new blood to AND 1.
[windy city prodigal son]
Chicago's greatest player, The Flash, a member of 1, died in early 2004. Therefore, Goget, the proud Chicago, supported the aerial work of AND 1 in 2003. Silk of Baltimore is one of the players signed by AND 1 in 2005. His super flexible dribbling is amazing. AND 1 launched his new sneakers on April 25th, 2008.
From baseball to basketball
Go through the dark night in Harlem, new york, turn right from 153 Street and walk into 155 Street, where the polo baseball field is located. That stadium has been the home of the New York Giants since 189 1. 19 1 1 year, its wooden stands caused a fire and the whole stadium was razed to the ground. Now stands a 17-story "Slum Building". You can guess what people call "Polo Stadium Apartment".
There is no one over the terrace on the roof of the apartment, only the clothesline and TV antenna are sprawling. Looking down from this once holy place of baseball, you can see an asphalt basketball court painted with red and green paint, and some empty beer bottles in brown kraft paper bags have nowhere to hide under the pale street lights. That's another holy place: Locke Park.
Since 60 years ago, Rock Park has been the holy land of streetball, as old as the history of NBA. From 65438 to 0946, Holcomb Locke, an employee of new york Park Bureau, decided to find some entertainment for the idle children in Harlem on a hot summer night, so he founded a summer basketball league. What makes the park a headache is that the net in Locke Park always falls apart in less than two days. In the end, the park manager simply didn't change the net, so until today, the bare iron ring is still the eye-catching symbol of the street court.
The role of the Nets is to slow down the falling speed of basketball, and it is also an eye-catching sign when shooting from a distance. The direct result of the lack of net is that there are few long-range shots in early streetball. Players like to score points through dunks or layups, so they must pass the defenders first. The fancy style of streetball was born, but at that time, there was no dribbling under the legs, and the best players were only good at dribbling in different directions.
In the 1960s, the political instability in the United States made many people, especially young people, feel desperate, which was more obvious in Rock Park. It was an era when street heroes came forth in large numbers. Legendary streetball superstars such as Hammond the Destroyer, Manigat the Goat and Piwei kirkland caused a sensation in Locke Park. They are called "street poets" or "gods on asphalt".
The appearance of these legendary players made the Rock Park famous, and many people came here to watch them play. The hood parked next to the stadium is the best side seat, the bridge on155th Street is the balcony on the second floor, and the rooftops of tall buildings around the park are cheap seats. The best players in the NBA also come here to play against the streetball masters. Wilt chamberlain, Owen, Nate archibald, cowans and Qiao Ba are frequent visitors to Locke Park.
"Those street heroes are never afraid of professional players," said Duke Tango, who has been a commentator in Rock Park for many years. "This makes them even greater. They regard professional players as ordinary people, but they are lucky enough to play in professional leagues. Outside the NBA, those professional players are no different from the poor boys in the surrounding communities. "
Locke Park, a place that makes new york people proud. It is located in Harlem155th Street, adjacent to Frydek Douglas Avenue. Locke is not a park in the general sense. This is necessary for people who are obsessed with black culture, new york culture and even American culture.
● Harlem has almost become synonymous with street basketball, but "rock basketball" is the most essential culture.
This is the temple of street basketball. Even if an NBA superstar like Kobe Bryant comes to Locke Park, he should remain humble.
Mary J. Bilici, a R&B star in a sleeveless gold T-shirt and knee-length shorts, sat comfortably on the sidelines and cheered warmly for her team. It's great to watch a top basketball game on a leisurely night.
Is this the front row area of Madison Square Garden Stadium where Hollywood stars gather? No, but it's as famous as Square Garden. When a friend asked where Billie Qi was, Billie Qi said loudly on the phone that she was watching the ball in Holcomblock Memorial Park.
Bilic, like more than 500 other spectators, stood up and danced excitedly. She is like a proud mother, cheering loudly for the exquisite dunk of their team center. The Mary All-Star Team named after her is far ahead of another team named Tai Sen Rickovitz.
Passion, for Bilici at this time, is definitely not for grandstanding.
"There was nothing fun when I was a child, and there was almost nothing to do." Bilici talked emotionally about the reason why she sponsored the competition. "However, Locke basketball changed everything. It provides fun for children and gives them hope and confidence. If you like basketball, there is no doubt that this is your paradise. "
She has also been to the square garden to watch NBA games, but maybe it is a preference. Bilic thought Locke was more interesting: "This is the real basketball culture. It is now one of the most famous places in new york, where you can see many aspects of American culture. "
[Edit this paragraph] Rock Park: Streetball Holy Land
From baseball to basketball
Go through the dark night in Harlem, new york, turn right from 153 Street and walk into 155 Street, where the polo baseball field is located. That stadium has been the home of the New York Giants since 189 1. 19 1 1 year, its wooden stands caused a fire and the whole stadium was razed to the ground. Now stands a 17-story "Slum Building". You can guess what people call "Polo Stadium Apartment".
There is no one over the terrace on the roof of the apartment, only the clothesline and TV antenna are sprawling. Looking down from this once holy place of baseball, you can see an asphalt basketball court painted with red and green paint, and some empty beer bottles in brown kraft paper bags have nowhere to hide under the pale street lights. That's another holy place: Locke Park.
Since 60 years ago, Rock Park has been the holy land of streetball, as old as the history of NBA. From 65438 to 0946, Holcomb Locke, an employee of new york Park Bureau, decided to find some entertainment for the idle children in Harlem on a hot summer night, so he founded a summer basketball league. What makes the park a headache is that the net in Locke Park always falls apart in less than two days. In the end, the park manager simply didn't change the net, so until today, the bare iron ring is still the eye-catching symbol of the street court.
The role of the Nets is to slow down the falling speed of basketball, and it is also an eye-catching sign when shooting from a distance. The direct result of the lack of net is that there are few long-range shots in early streetball. Players like to score points through dunks or layups, so they must pass the defenders first. The fancy style of streetball was born, but at that time, there was no dribbling under the legs, and the best players were only good at dribbling in different directions.
In the 1960s, the political instability in the United States made many people, especially young people, feel desperate, which was more obvious in Rock Park. It was an era when street heroes came forth in large numbers. Legendary streetball superstars such as Hammond the Destroyer, Manigat the Goat and Piwei kirkland caused a sensation in Locke Park. They are called "street poets" or "gods on asphalt".
The appearance of these legendary players made the Rock Park famous, and many people came here to watch them play. The hood parked next to the stadium is the best side seat, the bridge on155th Street is the balcony on the second floor, and the rooftops of tall buildings around the park are cheap seats. The best players in the NBA also come here to play against the streetball masters. Wilt chamberlain, Owen, Nate archibald, cowans and Qiao Ba are frequent visitors to Locke Park.
"Those street heroes are never afraid of professional players," said Duke Tango, who has been a commentator in Rock Park for many years. "This makes them even greater. They regard professional players as ordinary people, but they are lucky enough to play in professional leagues. Outside the NBA, those professional players are no different from the poor boys in the surrounding communities. "
The difference between fancy basketball and traditional basketball
Traditional basketball and streetball only interpret basketball and culture in different forms, so traditional basketball and streetball are both part of basketball, and it doesn't matter whether they are formal or informal, because the rules are different. Conventional basketball: high efficiency, high speed, tactical coordination and strong antagonism; Streetball is the extreme embodiment of personal ability. When attacking, it attacks or passes it to the opposite friend with a big fake action to complete the ultimate goal. There is also confrontation, but the focus is on the dribbling skills of the model.
[Edit this paragraph] Mecca of the World Street Basket
It's a Monday night, and Locke Park is brightly lit.
Williams, the "bone picker" of RBK team, used his amazing speed to throw off the defenders many times. He fooled the defender by crossing the dribble between his legs. His back pass was as accurate as his eyes, which made the fans scream. ...
During the pause, the hot Hip-hop music sounded, the DJ was just sensational, and the rapper's performance kept the fans in a high state. Several black boys couldn't hold back their excitement and rushed to the stadium to perform one of the most popular street dances in new york. No security guards went up to stop them. A lot of restless ass has been wriggling with these children.
Mr. Holcomb Locke, the founder of street basketball in Locke Park, may only dream that his "works" will be greatly respected and sought after today.
Forty years ago, the park that had not been rebuilt was a huge garbage dump. When the wind blows, the residents around can smell the stench of floating garbage. 1965, Locke, director of the municipal office of new york Park, moved his long-cherished street basketball league to the open space of this park. Although it has been renovated, it is still surrounded by abandoned buildings and the stadium is paved with asphalt. If it falls heavily in the collision, it will leave a trail of blood.
But now, it is a paradise for street boys to pursue their dreams of freedom, and Locke Park has gradually established its status as the Mecca of world street basketball from new york's best street basketball field, the National Street Basketball Temple. It has the best reputation, the best players and the highest street culture, which is so high that the famous street baskets such as Greenwich Village's "Street Cage", Coney Island Garden and Philadelphia Baker are far behind.
[Edit this paragraph] The coolest way of life
If Holcomb Locke were still alive, he would surely win the new york Medal of Honor. Locke Park is now the beating heart of millions of children who are crazy about street basketball in the world, but the original intention of this alliance is to prevent children from going on a bad road.
He may not be a great player, but he is certainly an outstanding innovator and the best life mentor for children. Mr Locke always thinks that the game in the park is "not a basketball league". What he wants to create is a brand-new culture, telling children that basketball is a kind of life and worth pursuing all his life.
"He makes us feel that life is meaningful and we can have dreams and goals." Charles Turner said slowly that he was a faithful believer in Locke culture and played league games in the park for many years. "He saved many children. It turns out that they will hang out with some rotten children in the street, rob and take drugs. If they were not hacked to death, they would spend their lives in prison. But suddenly, they found a new life world on the basketball court. "
In the past, the police station in new york was troubled by the extremely high crime rate in this international metropolis and became one of the largest drug trafficking places. However, after the popularity of street baskets such as Locke Park, many children who will become delinquents tomorrow have become local basketball stars, and more children are talking about shooting skills rather than taking drugs.
1974, nine years after Mr. Locke's death, the local government named this park named "P P S 156 Playground" in his name, in recognition of his outstanding contributions. A new york media even said, "If it weren't for Mr. Locke, new york might be a completely different city now."
Now, buying a bottle of soda and a pack of hot dogs at the retail stall in the park, and finding a good seat in the open air as quickly as possible to let your body relax completely this evening have become the coolest lifestyle for many teenagers in new york. It is common to find a famous person to watch the ball, such as Bill Clinton, Denzel Hayes Washington Jr. and so on.
Children all like this basketball life. The league tournament here lasts from mid-June to mid-August, which is described by The New York Times as one of the most important activities in the local summer.
[Edit this paragraph] Choose NBA? Or Locke?
Although some people in NBA disdainfully call Locke League "playground basketball", and all players are playing wild ball, the dazzling cross dribbling, finger rotation, destructive dunk and perfect air relay here have been affecting the NBA's ball style for many years.
3 1 year-old entrepreneur Haniba Ward is a staunch Locke fan. If he had to choose between the NBA game in the Square Garden and the street basketball here, he would not hesitate to choose the latter. "I'm here to watch the ball. I never dare to leave my seat, even if your bladder is about to burst, or you are dying of hunger and thirst. Because as soon as you leave, you may miss a wonderful scene, and people may talk about this action for many years. "
Wally Dixon, the 6-foot-4 defender of the Rock League's Bad Boys, thinks this place can provide the greatest basketball enjoyment. "Many people who have no money to go to the garden to watch NBA games will come here to watch the game. As long as I am on the court, I will provide them with the purest entertainment from beginning to end. "
[Edit this paragraph] Play like Locke.
Week one: At the beginning of the competition, the players should be prepared to accept countless screams, cheers, boos and even curses.
The second week: In addition to normal games, some NBA stars will be invited to compete with league stars. Every player who participates in the event will be given a nickname by the event organizer, but Richardson, the Warrior invited last year, performed poorly and didn't get any name.
Week 3: The competition entered the climax stage.
Week 4: All-Star Game in Harlem. The winners are all street basketball players in this area, but NBA players are not excluded. For example, O 'Neal of Pacers, marino of Suns and Marbury were all selected for last year's All-Star Game.
Week 5: At this time last year, Kobe Bryant "visited". Maybe an NBA star will appear this year, but I don't know if he will be humiliated again.
Week 6: A week for defenders, especially point guards. Many NBA scouts will come here to watch the game, hoping to find a good defender, but only if the latter agrees.
Week 7: The playoff time is also the climax of the "performance show".
Week 8: The finals are coming. The two teams with the most basketball strength and performance talent will compete for the annual championship. Last year's winner was Terrorist Group.
When it comes to streetball, we have to mention Harlem, new york, and when it comes to Harlem, we have to say that Lake Park, located on 155 Avenue, is regarded as a streetball temple by streetball players all over the world. Locke Park is not a park in the general sense, but a streetball shrine that combines American culture, black culture and basketball culture.
[Edit this paragraph] Rock parks have sprung up in garbage dumps.
Forty years ago, Locke Park was a garbage dump, a stinking place, and all the residents around it stayed away from it. 1965, Holcombe Locke, a worker of new york Park Municipal Office, decided to make good use of this place, so he made a series of renovations to the garbage dump, paved the asphalt floor, and moved his favorite street basketball league to the park open-air field in Harlem155th Street.
At that time, Locke Park not only provided a place for entertainment and exercise for the children nearby, but also saved many slum teenagers who were likely to go astray. This free park allows those children who should have been fooling around in society to find another world on the court. Many delinquent teenagers have now become local proud stars.
1974, nine years after Mr. Locke's death, the local government named this park named "P P S 156 Playground" in his name, in recognition of his outstanding contributions. A new york media even said, "If it weren't for Mr. Locke, new york might be a completely different city now."
Now, Locke Park also has its own basketball league-"Artist Basketball Classic" (EBC for short), and they also have their own websites, LOGO, jerseys and so on. Unlike the NBA, EBC is completely free. The playoffs begin after the NBA. Generally, from the evening, fans who come here to watch the ball can sit in the open-air seats or climb to the nearby railings or trees to get a better view.
[Edit this paragraph] Rocker made Kobe a joke.
NBA stars will also visit the Rock Park in their spare time. If you hear that any NBA star has played with a streetball player, it's probably in the Rock Park. "Jabbar" Jabbar, Chamberlain and Dr. J all played in Locke, and now NBA stars such as O 'Neill, Steve Marbury, Iverson, Mashburn, Marion, Kobe Bryant and Garnett have all played in Locke.
Rock Park also has its own stars, all famous street players, whose influence is no worse than any star in NBA. To put it bluntly, the players and fans here are not even interested in a star like Kobe.
Some people compare the Rock Park to Bermuda of the NBA, because many NBA stars will be "insulted" by the stars of the Rock Park when they visit the Rock Park in summer, but they still enjoy it and persist in appearing on the court of the Rock Park.
In the summer of 2003, Kobe came to Locke Park and hinted that he wanted to break the record of 74 points in a streetball set by Homend (the street fighter nicknamed "Destroyer" in Locke Park) when he was 25 years old. But after fighting with local players, Kobe's wild words became a joke that quickly became popular in the park-he only got 14 points in the first half, and in the second half, up to now, he recalled that year in Locke Park.
[Edit this paragraph] Rules of Locke Park
Only by standing under the green sign of Locke Park can you really feel that this is the holy land of streetball. Before you plan to go, you will certainly get all kinds of warnings, especially to outsiders: don't look at others easily, don't talk to people standing on the roadside easily; Never walk, drive; Take a gun and never come empty-handed. It's scary, but it's all true. Maybe your brand-name sneakers and camera will be taken away. Maybe you'll get beaten up for accidentally seeing those Harlem neighborhoods. But if you do come, it shows your respect for Locke's legend. You are worthy of respect, but you must be accompanied by the guys who grew up in Harlem and listen to them. This is the rule.
Holy land is holy land.