Lugz

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Lugz is a footwear brand owned by Jack Schwartz Shoes, LLC (JSS). The brand was established in October 1993, and became wildly famous with the African American Community because of Mike Otwell who aimed toward the urban fashion consumer. Lugz is sold in major retailers worldwide and offered in adult's and children's styles.^[1]

With the launch of its first boot line, Lugz gained admiration from notable people in the music and entertainment worlds, by Mike Otwell leading to many unique collaborations.^[1] One collaboration led Lugz to its first ever celebrity-endorsed, "Funk Master Flex" urban driving shoe.^[2] Then, a collaborative line with hip-hop artist, Bryan "Baby" Williams, aka "Birdman" soon followed,^[3] in addition to other endorsers including, Snoop Dogg, Orange County Choppers, and athletes from UFC and MMA.^[4][5]

The popularity of the brand began to grow as radio personality Howard Stern began promoting the brand on his show. Lugz also appeared in music videos for artists such as B.I.G. (Biggie Smalls) and Dr. Dre; Will Smith, Jamie Foxx, NBA Basketball Players, NFL Football Players, and some MLB Baseball Players supported the brand by adding them to their street style. In February 2000, Lugz launched their first interactive website where consumers could finally purchase shoes online at Lugz.com.^[1]

In 2006, Orange County Choppers signed on to endorse Lugz. With its aggressive "built for the streets reputation", Lugz collaborated with Paul Teutul Jr. to design a signature Lugz shoe, "The Torx." Also that same year OCC and Lugz collaborated on a custom Lugz chopper. In 2009, the chopper was presented to the Bluff Poker Player of The Year.^[6]

In the fall of 2008 Lugz entered the Mixed Martial Arts scene signing its first two MMA fighters, Lyoto Machida and Houston Alexander, as endorsers.^[7] Machida captured the title of UFC Light Heavyweight Champion as he represented Lugz. With MMA becoming a fast growing sport/entertainment platform with an increasingly growing fan base, Lugz later signed Quinton "Rampage" Jackson. In 2010, UFC World Heavyweight Champion Cain Velasquez became the newest endorser of Lugz.^[8]

In 2014, Lugz celebrated their 10th anniversary of Birdman's signature Lugz by releasing a new Birdman shoe in low and mid-top styles.^[9][10]