AFG Picks Up Lugz Shoes Duties

Lugz Shoes has awarded Avrett Free Ginsberg creative duties on its estimated $10-15 million account after parting ways with Amster Yard.

There was no review. New York-based AFG has done projects for Lugz in the past, as well as for British Knights, a former brand of Lugz parent Jack Schwartz Shoes in New York. The client reconnected with AFG after splitting with Amster Yard in New York in September.

“We feel very compatible with AFG; they share our vision,” said Lugz’s evp Larry Schwartz, adding that the shoe company parted with Amster Yard over “creative differences.” He declined to elaborate.

Frank Ginsberg, AFG’s CEO, said of the win, “It’s great. We feel invigorated by their vote of confidence.”

JL Media in Union, N.J., which has handled media for Lugz for 20 years, will continue in that role.

AFG will launch a print and TV campaign in first-quarter 2001, said Schwartz, adding it will likely keep the animation format used by Amster Yard. That shop’s holiday spot, showing Santa Claus spray painting “Merry Christmas” on a building, will run this holiday season.

Lugz’s print buy, mainly in The Source and Vibe, will expand to include Maxim, Spin and ESPN The Magazine to coincide with Lugz’s XFL charter sponsorship, which starts in February.

A private company, Lugz’s retail sales increased from $140 million in 1999 to a projected $165 million this year, Schwartz said. Lugz has long targeted young, urban males in its ads; Schwartz said it will boost spending in order to reach suburban males ages 15-25. The average price of a pair of Lugz ranges from $60-75.

Lugz spent about $10 million in media last year, per Competitive Media Reporting.