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Document 9 of 320.

Copyright 1998 Information Access Company,
a Thomson Corporation Company;
ASAP
Copyright 1998 Capital Cities Media Inc.
Daily News Record

September 30, 1998

SECTION: No. 118, Vol. 28; Pg. 4; ISSN: 1041-1119

IAC-ACC-NO: 21184035

LENGTH: 199 words

HEADLINE: L.A. Gear Tries to Get Back in Gear.

BODY:
L.A. Gear is back, this time as a regrouped licensing entity instead of a manufacturer. The move may surprise some, who thought the once-hot label had bitten the proverbial dust. Even executives at L.A. Gear admit they have an image problem and have moved to address the issue in a recent ad campaign.

The campaign addresses rumors that L.A. Gear has died, and at the same time attempts to reinforce the brand for future building.

"We are not going to skirt the issue that we had problems in the past," said David Gatto, chairman and CEO. "We have corrected these issues and are moving forward. These ads say this in an irreverent and astute manner."

To catch retailers' attention, L.A. Gear posted signs in Las Vegas during a recent footwear trade show reading "We've been to confession. A lot."

Also included in the campaign were full-page ads in trade publications hinting at the company's rumored demise that read "Karma Shmarma. We're Back." and "The voice at the end of the tunnel said, Go back. It's not your time."

L.A. Gear recently signed a licensing agreement with ACI International to produce children's, men's and juniors' fashion athletic footwear collections.

LANGUAGE: ENGLISH

IAC-CREATE-DATE: October 7, 1998

LOAD-DATE: October 08, 1998