Tai Chi Mid

ALISO VIEJO, Calif.―Taking a giant leap into cyberspace, athletic shoe company AND 1 has re-launched And1.com—allowing retailers and consumers to better connect with the brand. The site is now interactive and integrates social media such as Facebook, Twitter and Youtube. The site introduces a fictional character called The Prophet—a combination of sage and basketballer. Visitors to the site can view a video narrated by The Prophet that introduces the brand’s major product campaign featuring its recent reissue of the best-selling Tai Chi Mid shoe. But the highlight of the site is using The Prophet to send basketball-related, eastern-themed proverbs that “praise friends or diss foes.”

The site also features current product photos and features, along with a voiceover courtesy of The Prophet extolling the virtues of each shoe. A comprehensive list of retailers allows consumers to find their closest And 1 point of purchase.

In addition to the Web site, And 1 fans can follow the brand on Facebook and Twitter and catch up on daily words of wisdom from The Prophet. The brand also posts the latest videos of its athletes on Youtube.

According to Rod Keller, And 1’s director of sports marketing, “The new And 1 Web site allows our fans to interact with the brand in a unique and dynamic manner. In addition to learning the latest news on all of our products and athletes, fans are entertained by the new face of the brand, The Prophet.”

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