The 90s were a huge time for Michael Jackson and all his devoted fans, but surprisingly not in the United States. Some people were eager to buy anything related to the artist.
Most of these buyers were tourists from Asia, mainly Japan, and Australia. These people were also in charge of most sales for his LA Gear shoes. These shoes were released in 1990 under the “Billie Jean” sneaker line.
Little Success
Many people in the U.S. were put off because the shoes were more about fashion than performance. They felt the high price was not worth it. As the decades transitioned from the 80s into the 90s, athletic wear and more laid-back styles started to emerge.
This partnership did not match the changing times. As a result, LA Gear failed to expand their products to meet what people wanted. They also turned to discount retailers in hopes of selling more products, further tarnishing their brand.
Each pair of kicks featured buckles and studded details which deemed the shoes impractical, especially by parents. This was reflected in sales as the line was released right around back to school time and fell drastically short with purchases.
Trouble for LA Gear
This poor turnout did not hurt Michael Jackson nearly as much as it hurt LA Gear. The company sued the singer in 1992.
They wanted thirty million dollars in damages. They claimed that Jackson did not meet his contract obligations. This legal action was met by Jackson countersuing the company and ended with a confidential settlement outside of court.
The partnership led to the end of LA Gear. Their financial situation worsened as sales did not increase. LA Gear ultimately filed for bankruptcy in 1998 and relaunched in 2003 advertising men’s performance footwear. The brand recently relaunched again in 2023 with a 90s-inpired line of lifestyle sneakers.
- Nyanna Raj
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