In 2001, as AND1 transitioned from a cultural phenomenon to a global footwear powerhouse, Creative Director Dustin Canalin recognized the need for a rebrand that could evolve with the brand’s growth. He pitched a cohesive system that allowed for segmentation and sub-brands while maintaining a unified identity. This strategic rebranding propelled AND1 into a $300 million global entity, solidifying its place in the competitive footwear industry.