L.A. Gear is back.
The iconic brand, which pioneered the concept of light-up sneakers in the 1990s with its L.A. Lights line, has returned to the kids’ business. The relaunch is kicking off with two new styles for back-to-school: the L.A. Lights and Liquid Berry L.A. Lights. The shoes will debut this Friday at select Shiekh Shoes locations and ShiekhShoes.com.
L.A. Gear, first founded by Skechers’ Robert Greenberg in 1983 and acquired by ACI International in the early 2000s, has been working a comeback this year. In addition to rolling out new adult styles, the brand tapped rap star Tyga as its ambassador and creative adviser.
L.A. Gear’s kids’ division, originally launched in 1991, was among the brand’s most successful, driven in large part by the popularity of its light-up styles. That legacy is being continued with the new sneaker looks, which feature light-up bottoms and bold metallic gold and pink materials with a liquid-like finish.
“We couldn’t be more excited to be relaunching one of the most iconic lighted kids’ styles for back-to-school,” said L.A. Gear President Lance Jackson. “Over the years, kids’ shoes with lights have become a really important and fun feature. Given the success of Tyga’s Liquid Gold L.A. Lights shoe, we wanted to make this style for boys, as well as a fun Liquid Berry color for girls.”
Available in both infant and children’s sizes, the new L.A. Lights and Liquid Berry L.A. Lights shoes will retail from $35 to $45.