in the All-Star game that year. Coleman wore his BK Dymacel in all of these games, as well as appearing in TV, print and radio ads. In 1993, NBA player Lloyd Daniels from the San Antonio Spurs was signed to endorse the British Knights "Vengeance" – which was part of the Outdoor Dymacel Collection. Daniels, known as "Swee'Pea", was featured in a national TV advertising spot. Marketing campaigns 1987: “BK BK, Say What I Say" 1987: “The Shoe Ain't Nothin’ Without The BK Button" 1988: "How Ya Like Me Now! Gold Teeth When I Smile!" 1989: "Get Off On The Right Foot - Get Off In BKs" 1992: "Choose Change" 2014: "Artists Are The New Athletes" Relaunch In February 2014, British Knights relaunched with a series of collaborations. Along with its original owners Jack Schwartz Shoes Inc., the team behind this rebrand included designer and artist Darren Romanelli (“DRx”) who served as creative director and entrepreneur Scooter Braun of SB Projects, an entertainment and media company with ventures integrating music, film, television, technology and philanthropy. British Knights took on a new slogan, "Artists are the new athletes." Tapping into the artistic minds from around the world, this new era of British Knights encompassed designs meant to inspire and motivate, while looking back on its legacy and pushing it into the future. Romanelli designed four new styles of the shoe that combined performance-level materials with streetwear aesthetics. Features included earth tone midtops with ribbed brown leather paneling and black and white hi-tops that incorporate the British flag. The first designs were unveiled on February 17, 2014, at Agenda in Las Vegas before officially going on sale on March 15, 2014, at high-end retailers. US and EU distribution In 1998, Jack Schwartz Shoes Inc. sold the British Knights trademarks in many territories to a European company that continued manufacturing British Knights footwear for Europe and South America. British Knights EU is not connected to the original American brand. British Knights EU belongs to the Dutch company Achten Fashion Group. In 2014, Jack Schwartz Shoes Inc. incorporated a new company, British Knights N.A (North America) and together with the help of some partners in the music and entertainment world, they revived the brand. British Knights N.A is run out of the Jack Schwartz Shoes Inc. office in New York City by the original family that launched the brand back in the 1980s. References