Word: capolino
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...have flourished once an urban, largely African-American audience embraced them. But more than any of these crossover brands, M&N has triumphed because of a single unlikely hero. "I consider it a miracle that Reuben fell into my lap. He deserves all the credit," says company owner Peter Capolino, 58, a pale, bespectacled Barry Manilow fan who now chums around with Jay-Z, Shaquille O'Neal and Bone Thugs-N-Harmony...
...went to Capolino and offered to help him sell 1950s baseball jerseys--long collector's items for middle-aged sports nuts--to inner-city youths. Harley proposed to first target those who could most afford M&N's finely stitched replicas--pro athletes and rappers. He started, as he puts it, "crashing parties" at New York City and Philadelphia nightclubs. Once he had P. Diddy and Fabolous on board, Harley persuaded Capolino to fly him around the country to network with other music and sports stars at awards shows, All-Star games and other big events like the Super Bowl...
...Capolino says Harley introduced three valuable principles to his business. First, you don't have to give away your product to promote it. If even celebrities have to pay, the jerseys have more allure. Second, forget about fall and spring collections. Stagger new releases to keep customers wanting the hottest new model. Finally, know your colors. M&N quadrupled production of popular shades like powder blue (Lance Alworth, San Diego Chargers, 1963; Bob McAdoo, Buffalo Braves, 1975) and lime green (Pete Maravich, Atlanta Hawks...
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