Boks: dress threads By Alison Fahe

NEW YORK--Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris' first work for the casual shoe line aims it squarely at the twentysomethi

“What we need to do is to get a brand established,” said Steve Fireman, president of the Boks division of Reebok International.
In March, Ammirati won the $8-10-million account, which had been at Toth Design in Carlisle, Mass.
“What we did was to more clearly define our target audience as 18-to-29 year olds,” said Jens Bang, Boks’ vice president of marketing.