Former NBA great and current ESPN/ABC personality, Mark Jackson, has launched a new basketball apparel line named Hand Down Man Down, with the acronym HDMD serving as the brand logo.
The apparel line derives its name from Jackson’s signature catch phrase “Hand Down, Man Down,” which has become a part of popular basketball lexicon thanks to Jackson’s emphatic use of the phrase during NBA telecasts on ESPN and ABC. According to a statement, the phrase, used to describe a player capitalizing on an opponent’s defensive mistake, immediately struck a chord with the public and is now regularly heard both on and off the basketball court, along with his other signature phrase, “Mama, there goes that man!”
HDMD is supporting the nation’s largest autism science and advocacy organization, Autism Speaks, and will donate $1 of every t-shirt sale to help the organization fund global biomedical research into the causes, prevention, treatments, and cure for autism; raise public awareness about autism and its effects on individuals, families, and society; and bring hope to all who deal with the hardships of the disorder.
The apparel line, which is defined by the “Hand Down, Man Down” mantra, is versatile and hip. From street courts to arena floors worldwide, the brand’s gritty look embodies confidence, passion, and a winner’s attitude. The HDMD line includes long and short sleeve shirts (sizes Small to XXXL), wristbands, headbands and shorts, all of which will initially be sold online exclusively at www.HDMDgear.com. The brand is ultimately planned to expand to retail stores nationwide as HDMD expands its product line.
The HDMD line is being introduced globally during the 2010 NBA playoffs via a new, fully integrated, multi-media campaign handled by independent, urban-driven Hollywood production company Deon Taylor Enterprises (DTE). The launch effort includes numerous viral initiatives (including ring tones) as well as an upcoming launch event in Los Angeles. Esteemed writer/director/producer Deon Taylor (“Chain Letter,” “The Hustle,” “Dead Tone,” “Nite Tales”), who teamed with Jackson to develop the HDMD concept, is writing and directing the entire HDMD campaign, which will feature A-list actors, musicians and athletes.
Many of the campaign’s creative elements integrate a viral call to action for consumers to obtain ringtone downloads. There will also be downloadable wallpapers and images, as well as applications to send a friend a catch phrase message from Mark Jackson.
Commented Jackson, “My job as an NBA analyst is to tell it like it is and bring insider knowledge and a bit of flare to NBA coverage. Im just happy there is now proof that people listen to me! I could never have envisioned that my commentary would inspire an apparel line, but I think we have something special and unique here. It’s a very distinct line that captures the spirit of the game and the spirit of athletic competition in general. The HDMD line will have a look for everyone.”
Jackson added, “As a brand, we want to be socially responsible and believe in giving something back when provided the opportunity. It’s this belief that led us to the partnership with Autism Speaks, a truly amazing organization that does so much to address issues surrounding autism throughout the world. We feel good knowing that the brand’s success will directly benefit the ongoing studies to research and hopefully cure autism.”
A number of the NBA’s biggest stars have pledged to support the apparel line in an effort to help battle autism. Jackson has already enlisted the support of former NBA stars Mitch Richmond and Byron Russell as well as other professional athletes including NFL player Ephraim Salaam of the Houston Texans.
TV and online spots will air throughout the months of May and June, while the NBA playoffs are in full swing. The upstart has established a website, www.HDMDgear.com
