LA Gear took the sports world by storm in the '80s. It retained a strong presence in the Philippines during the '90s, but has faded in recent years. It has now switched from performance shoes to a lifestyle-oriented range. Apart from the Philippines, LA Gear is also eyeing aggressive expansion in Singapore, Malaysia and Indonesia.
"(The brand is) targeting 18- to 19-year-old girls with an active lifestyle," said Crush Philippines MD Rod Nepomuceno. "Most girls won't have any immediate knowledge of LA Gear, so it's like a new brand to them."
Singapore-headquartered Crush, which opened its Manila office earlier this year, will be in charge of a new branding campaign for LA Gear. The account was previously handled by Euro RSCG.
