Magic Johnson Launching Magic32

Article written by: Rodrick Rainey
Posted on: August 11, 2004

Earvin “Magic Johnson” has partnered with BASH Sports, LLC in Irvine, CA to launch a new line of basketball footwear and apparel bearing the name Magic32.

Johnson’s signature line will include basketball and fashion athletic shoes available in all sizes from adult to kids as well as sporting goods equipment such as basketballs and basketball products and apparel. The line will be available at regional sporting goods stores and specialty shoe stores for the initial launch in holiday 04.

Magic32 plans to make the signature line affordable to all consumers without sacrificing quality. “I will be involved every step of the way including the marketing, design and distribution. We will focus our line on bringing fashion and quality to the market at affordable prices for everyone without sacrificing quality,” Johnson said. The shoes will retail between $40 and $60 as part of the sales strategy to package affordable shoes with Magic’s star power. The line will include two categories of footwear. Game Tight which will include on court shoes and Earvin Style which includes fashion athletic styles.

Magic has often been called one of the most approachable and friendly athletes in the world. He understands the importance of using this marketing power to help drive sales. “When I first entered the league, I would go around the country doing in-store autograph signings in both small and large cities. I want to get back to doing this with my new line Magic32,” Johnson said.

The footwear line will be in-stores this holiday at limited retailers including Sport Chalet, Copelands, Warehouse Shoe Sale, Modell’s, Dunham’s, Meijers, Hibbett’s, Zappos.com, Shoe Show and Shoe Dept.