Getting back into GEAR

To celebrate the 40th anniversary of sneaker brand LA Gear, we chat with the company's creative director Dave "Dave" Osokow and head designer Justin Gargasz...

- REILLY SULLIVAN

In the pantheon of sneaker brands, '80s powerhouse LA Gear was a commercial meteor which came in fast and hot but seemed to evaporate just as the industry went truly global. Created by footwear entrepreneur Robert Greenberg in 1979, LA Gear grew rapidly in the '80s thanks to its colourful high-tops and bright SoCal aesthetic. At one point, LA Gear was matched only by Nike and Reebok in sales during the height of the so-called sneaker wars. Alongside Nike's Jordan 1 and Reebok's Freestyle, the LA Gear Catapult became one of the most popular sneakers of the era, partly thanks to an endorsement by reigning NBA star Karl Malone.

Fascination with this period in sneaker history has spiked following the release of the recent Amazon film Air, which charts Nike's risky decision to sign Michael Jordan and create the most successful sneaker line in history. What is not covered in the film is LA Gear’s own contribution to sneaker lore. In 1990, the company paid Michael Jackson an unprecedented $20 million to become their new ambassador and even created a “Billie Jean” high top to take on Nike’s Jordan 1 line. Although hiring musicians to promote sneakers is the backbone of the industry today, back then the landmark deal with Jackson was unheard of.