Lugz
{{Short description|Footwear brand}}
{{advert|article|date= August 2023}}
{{Infobox company
| name = Lugz
| parent = Jack Schwartz Shoes, LLC.
| type = Subsidiary
| image =
| image_size = 180px
| foundation = 1993
| location = New York City, U.S.
| industry = Fashion
| products = Shoes
| homepage = http://lugz.com/
}}
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.{{cite web|url=https://www.wsj.com/articles/SB105484735760943500|title=Jack Schwartz's 'Driving Shoe' Proves a Hit in Hip-Hop Circles|author=Teri Agins Staff Reporter of The Wall Street Journal|date=6 June 2003|work=WSJ}}
History
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. One collaboration led Lugz to its first ever celebrity-endorsed, "Funk Master Flex" urban driving shoe.{{cite web|url=http://www.mediapost.com/publications/article/3140/out-to-launch.html?edition=|title=Out to Launch|work=mediapost.com}} Then, a collaborative line with hip-hop artist, Bryan "Baby" Williams, aka "Birdman" soon followed,{{cite web|url=https://www.bet.com/photo-gallery/quabrv/rapper-sneaker-endorsements/8kdv7p|title=Rapper Sneaker Endorsements|date=14 March 2013|work=BET.com}} in addition to other endorsers including, Snoop Dogg, Orange County Choppers, and athletes from UFC and MMA.{{cite web|url=http://www.sneakerfiles.com/2014/11/21/lugz-brings-back-birdman-10th-anniversary/|title=Lugz Brings Back the Birdman for 10th Anniversary|author=Brian Betschart|work=SneakerFiles}}{{cite web|url=http://www.sohh.com/birdmans-lugz-lifestyle-collection-this-low-mid-top-collection-is-just-for-you/|title=SOHH.com - Birdman's Lugz Lifestyle Collection - "This Low & Mid-Top Collection Is Just For You" - For The Best In Hip-Hop News - SOHH.com|date=11 June 2015|work=For The Best In Hip-Hop News - SOHH.com}}
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.
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.{{cite web|url=http://www.bluff.com/news/bluff-player-of-the-year-will-ride-in-style-with-lugz-chopper-3180/|title=BLUFF Player of the Year Will Ride in Style with LUGZ Chopper|work=BLUFF.com|access-date=2015-05-05|archive-url=https://web.archive.org/web/20150613131702/http://www.bluff.com/news/bluff-player-of-the-year-will-ride-in-style-with-lugz-chopper-3180/|archive-date=2015-06-13|url-status=dead}}
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.{{cite web|url=http://mmapayout.com/2008/10/page/6/Machida|title=Machida and Alexander in Mainstream Advert|work=mmapayout.com}} 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.{{Cite news |last=Palmquist |first=Chris |date=August 16, 2010 |title=Cain Velasquez featured in Lugz commercial |work=MMA Underground |publisher=The Arena Group |url=https://www.mixedmartialarts.com/news/cain-velasquez-featured-in-lugz-commercial |access-date=2023-08-14}}
In 2014, Lugz celebrated their 10th anniversary of Birdman's signature Lugz by releasing a new Birdman shoe in low and mid-top styles.{{cite web|url=http://themosdopestnews.com/2014/12/22/controversy-or-not-birdman-next-move-is-amazing/|title=Controversy Or Not, Birdman Next Move Is Amazing|work=The Mos Dopest News|date=23 December 2014 }}{{cite web|url=http://www.hotnewhiphop.com/birdman-announces-his-new-lugz-collection-will-release-this-fall-news.12357.html|title=Birdman Announces His New Lugz Collection Will Release This Fall|author=Kyle Rooney|date=7 October 2014|work=HotNewHipHop}}