British Knights is an American brand founded in 1983 by Jack Schwartz Shoes Inc., based in New York City. In the 1980s, British Knights distinguished themselves as an inner-city and music-driven brand, appealing to the predominantly male youth in urban communities. Casual wear currently commercialized under the brand include footwear (mainly sneakers) and clothing (t-shirts, hoodies, caps). History British Knights was launched in 1983 as a casual shoe brand. In 1985, they introduced their first sneaker collection, and sales exploded. In an environment where brands kept the same style in their line for years, British Knights was one of the first brands to recognize that the sneaker business was more about fashion than performance. By introducing a new collection three to four times a year, it became popular among 15- to 24-year-old males in urban communities. The slogan "the shoe ain't nothin' without the BK button" became the brand's mantra in reference to the diamond-shaped BK logo plate that was on every shoe. British Knights was one of the first brands to use hip hop artists as endorsers, enlisting Kool Moe Dee for the brand's introduction to TV. “How Ya Like Me Now” was broadcast on the worldwide music channel MTV. British Knights made their biggest marketing push in 1990, when they signed musician MC Hammer to a full endorsement deal. The Hammer phenomenon, the biggest star in the music industry at the time, captivated a large number of people. British Knights sponsored his tour, did in-store events and contests, an anti-drug campaign also featured him in a British Knights sponsored television spot. Awareness of the brand increased tremendously, and the brand crossed over to a more mainstream market. Dymacel technology British Knights introduced Dymacel, their first technology shoe, in 1991. The technology consisted of diamond-shaped green silicone cushioning embedded within a sole window. This was to effectively absorb shock by dispersing vertical impact energy into a horizontal plane while maximizing energy return. Dymacel maintains its memory after repeated compression. Athlete endorsements In 1991, British Knights signed on their first professional athlete to endorse Dymacel - Derrick Coleman of the New Jersey Nets. Coleman was the number one draft pick in 1990, won the Rookie of the Year Award in 1991 while playing for the Nets, and was chosen for the Dream Team II, which captured the gold medal at the World Championships in Toronto in 1994. He also played