Home » Apparel

Fila Pays Tribute To B-Boying With New Rock Steady Footwear

21 February 2004 No Comment

More than 25 years ago, when deejays first developed break beats and emcees began rhyming to music, the term “Hip Hop” was coined. “B-boys” or “break boys” started going to parties and doing moves that were the basis for Hip Hop dance. In 1977, one of the original and the most legendary B-boy crews to come out of the Bronx was the Rock Steady Crew. They performed all around the Bronx and quickly generated a following.

“B-boying”, which has been called breakdancing by the media, has transcended time, race, age and gender. The Rock Steady Crew is still going strong after 26 years, spreading the enthusiasm for Hip Hop culture and performing around the world. Their credits include performances at New York’s famed Lincoln Center, and well as production on an original Hip Hop musical. Every year the Rock Steady Crew holds an anniversary event in New York and Los Angeles to symbolize the preservation of its history and the evolution of Hip Hop culture.

Fila and ESPN The Magazine partnered to host the “Ultimate B-boy Throwdown” in August 2003. B-boys and B-girls from all over the U.S. came to the Bronx to compete for a grand prize of $5,000. Motivated by the retro craze in athletic footwear and apparel, Fila decided to leverage its history as they developed gear for that core consumer. Original B-boys wore Fila gear back in the late 70’s and early 80’s. To further authenticate the relationship between Fila and B-boys, Fila signed a sponsorship agreement with Crazy Legs, one of the legendary members of the Rock Steady Crew.

“B-boying is physical, competitive and contributes to the active lifestyle. As a sports brand, that is important to us. The beauty is that it also ties to music, which is key to our core target,” said Mark Westerman, Fila’s VP Marketing Communication. “Fila’s partnership with Crazy Legs and the Rock Steady Crew enables the company to further connect with today’s kids through an activity that combines sport and entertainment.”

Fila has developed a new Rock Steady shoe specifically for Crazy Legs and the Rock Steady Crew. Debuting at retail in April 2004, the “Rock Steady” is a retro shoe designed to pay tribute to the legendary Rock Steady Crew. The “Rock Steady” features a full grain leather and synthetic upper. The synthetic is an embossed satin finish snakeskin material on the upper and the mid-sole. It gives the shoe a special collectors’ detail and ties back to the 80s B-boy culture. For clean lines that were prevalent in popular 80’s B-boy looks, the upper incorporates folds instead of stitching. “Rock Steady Crew 77” can be found on the heel counter in a rubberized logo treatment that is inspired by 80’s B-boy tees.

The “Rock Steady” is available in two color ways. The white/ royal blue/ Diablo red color combination is a favorite of Crazy Legs, as these are the colors of the Puerto Rican flag. The white/white/ash color way is a clean look, largely favored by B-boys. The “Rock Steady” is a limited edition shoe that will only be available at select retailers.

Fila is a subsidiary of Sport Brands International. Fila is a leading manufacturer of footwear and apparel for sport and leisurewear. It has developed strong brand recognition by marketing products with a high design and style content that are endorsed by professional athletes around the world, including tennis champions Jennifer Capriati and Kim Clijsters, NBA basketball star Grant Hill, perennial MLB All-Star Barry Bonds, and 2001 LPGA Rookie of the Year Hee-Won Han.

Submitted by: