Word: gear
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...would say one of their strengths offensively is that you don't know who their big shooters are," Springer said. "When a team plays us, they'll gear up for our first line, but you have to stay so focused on Brown's lineup because they know they all need to produce in order for them to be successful...
This kudzu-like spreading of the brand, however, does carry some risk of diluting the Ralphness of it all. For yesterday's would-be Wasp, the Ralph Lauren brand signified something very clear. What is today's consumer to make of a brand comprising everything from silverware to biking gear? "His clothes are losing their historic reference points," says David Wolfe, creative director of the Doneger Group, a retail consultant. "He's not building a myth anymore...
...more ambitious is RLX, an extreme-sportswear brand for mountain bikers, runners and snowboarders. The brightly colored technical gear is a departure from the subtle tweeds and twills of Polo's yore. Lauren has taken great pains to establish RLX's credibility. The running shoes are made by Reebok; he's sponsoring a mountain-biking team, and has signed prominent snowboarders Ross Powers and Andy Hetzler. It's smart marketing, but he won't necessarily be able to buy credibility in the world of alternative sports, where shunning the Establishment is at least half the point. "Lame," critiques snowboarder Dave...
...scene that should warm the heart of any executive in the video-game industry. It's a muggy Manhattan morning late last June. Liam McLaughlin, 23, a full-time games bootlegger, opens the door of his Bleecker Street co-op to find three armed U.S. marshals dressed in SWAT gear, and four suits from the Interactive Digital Software Association, a sort of Pinkerton agency for games manufacturers. The marshals have a warrant. Can they come in and look at his game collection? McLaughlin, it transpires, has been making copies of more than 250 CD-ROM game titles for the Sony...
There was speculation that the Hutus deliberately targeted the expeditioners in an effort to cut Uganda's burgeoning income from tourism. But the real explanation may be more mundane. "They took a lot of very good gear, rain jackets, boots, backpacks," says a Nairobi diplomat. "These guys were wearing old jeans and T shirts. They were very happy, very excited with what they got." Gorilla-watching expeditions to remote preserves were once limited to the likes of Dian Fossey, the American researcher who lived for 18 years in the Rwandan forests before her murder in 1985. But adventure-holiday companies...