Word: hottest
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Dates: during 2000-2009
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Death Valley. The very name repels. So do the superlatives: the lowest point in the Western Hemisphere (282 ft. below sea level), one of the hottest places on earth (record high: 134°F) and one of the dryest (average annual rainfall: 1.8 in.). A vast stretch of nothingness. Boring. Bleak. Empty. Right...
...eyes lulling--being carried out past them. But Specialist Larry Brown was a man of 20, and he was a professional infantryman. The kids, boys, were maybe 7 or 8 and had no place there. Bravo Company wasted them. Had to. Right when the fire fight was at its hottest, when maybe 100 guys were popping up across the rooftops firing AK-47s and rocket-propelled grenades, the boys bounced into the courtyard below the building where Bravo was spread out and attempted to retrieve an RPG dropped by a dead Iraqi. "It sounds terrible when you hear about this...
Since that meeting 16 months ago, century-old Mitchell & Ness (M&N), originally a maker of golf and tennis equipment for the Philadelphia elite, has transformed itself into the nation's hottest marketer of clothing for urban black teens--and their eager imitators among suburban kids and dads of all races. Flip on MTV, Black Entertainment Television or an ESPN postgame press conference, and you're bound to see rapper Nelly in a bright orange Spirits of St. Louis jersey (the basketball team folded in 1976) or Tampa Bay Buccaneers football star Warren Sapp in a Kelly green, early 1980s...
...suddenly had a face: a charming, energetic, unassuming African American whom the stars could trust and in whom they could confide. One recent afternoon, Indiana Pacers All-Star forward Jermaine O'Neal--who owns 150 throwback jerseys and says acquiring the hottest model is a "competitive sport" among teammates--huddled with Harley in front of the M&N store and pondered not just his wardrobe but his future. He discussed the possibility of playing next year in sunny Miami or with close friend Tracy McGrady in Orlando. "Reuben's just a cool guy, and he delivers what you need...
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...