About LA Gear

From its conception LA Gear seems to embody the “all about having fun” lifestyle; founded by Lonnie Britton in 1979, to market and rent roller skates in Venice Beach, LA Gear expanded into athletic footwear in the mid-80s, and almost instantly became popular.

Although LA Gear marketed shoes to all ages and genders, their early commercials, branding & marketing were centered all on young women. Unlike most high-top shoes the early La Gear shoes’ eyelets stopped at the ankle; several pairs of shoelaces were typically offered with these shoes, one almost always white and the other a different color. Ever since then LA Gear has prided themselves in adding little quirks and details to their sneakers. Making them stand out amongst other brands.

LA Gear was also quick to catch up on trends and play into them, for example: trends in the 80s dictated that the shoes were usually worn with slouch socks a trend LA Gear exploited by making their own specific line of slouch socks to be worn with their high-top sneakers, to further the recognizability of the brand. LA Gear made their sneakers to be more and more outrageous, girly and over the top, stretching the limits with each release and yet staying oh-so fresh.

The line expanded in 1989, with La Gear adding other shoe lines. During this time LA Gear began marketing shoes with a (unisex) flame design on the sides which is still recognizable today. Another aspect of their expansion was securing the endorsements of several sports icons of that time; NBA legends Kareem Abdul Jabbar, Karl Malone, Hakeem Olajuwon and hockey star Wayne Gretzky were some of the most famous athletes to endorse LA Gear. Unlike other athletic shoe companies of the day La Gear was not averse to going outside of sports to find endorsement contracts. One of the earliest celebrities to sign an endorsement deal with the company was singer Belinda Carlisle, who was soon followed by two of the most notable celebrities to endorse La Gear: Michael Jackson and Paula Abdul.

LA Gear are dedicated to providing their consumers fashionable footwear inspired by athletic trends, with comfort and innovation.

Selected Brands took over the distribution of LA Gear in the Nordic and Baltic region in 2015.