A Brief History: From AND 1 to B Corps

I first discovered the AND 1 mixtapes in the late 1990s. The mixtapes were a series of basketball “streetballing” videos, created by the popular basketball shoe and apparel company AND 1, that featured lightning-quick ball handling, acrobatic slam dunks, and jaw-dropping displays of individual talent. I was a huge fan of the AND 1 mixtapes because the players used flashy, show-off moves that were very different from the more traditional style of basketball played in college or the NBA at the time. I was so fascinated with the mixtapes that I even integrated them into my lesson plans when I worked as an English teacher in Zhejiang Province, China.

Many years later, I was quite surprised to find out that two of AND 1’s cofounders, Jay Coen Gilbert and Bart Houlahan, along with Andrew Kassoy, their longtime friend and former Wall Street private equity investor, were the people who created the Certified B Corporation (also referred to as just B Corporation, or B Corp). I learned that Gilbert’s and Houlahan’s experiences at AND 1, and Kassoy’s on Wall Street, were central to their decision to get together to start B Lab, the nonprofit behind the B Corp movement.

AND 1 was a socially responsible business before the concept was well known, although AND 1 would not have identified with the term back then. AND 1’s shoes weren’t organic, local, or made from recycled tires, but the company had a basketball court at the office, on-site yoga classes, great parental leave benefits, and widely shared ownership of the company, and each year it gave 5 percent of its profits to local charities promoting high-quality urban education and youth leadership development. AND 1 also worked with its overseas factories to implement a best-in-class supplier code of conduct to ensure worker health and safety, fair wages, and professional development.

That was quite progressive for a basketball shoe company, especially because its target consumer was teenage basketball players, not conscious consumers with a large amount of disposable income. AND 1 was a company where an employee would be happy and proud to work.

AND 1 was also successful financially. From a bootstrapped start-up in 1993 to modest revenues of $4 million in 1995, the company grew to more than $250 million in U.S. revenues by 2001. This meant that AND 1—in less than ten years—had risen to become the number two basketball shoe brand in the United States (behind Nike). As with many endeavors, however, success brought its own set of challenges.

AND 1 had taken on external investors in 1999. At the same time, the retail footwear and clothing industry was consolidating, which put pressure on AND 1’s margins. To make matters worse, Nike decided to put AND 1 in its crosshairs at its annual global sales meeting, in order to gain a larger share of the market. Not surprisingly, this combination of external forces and some internal miscues led to a dip in sales and AND 1’s first-ever round of employee layoffs. After painfully getting the business back on track and considering their various options, Gilbert, Houlahan, and their partners decided to put the company up for sale in 2005.

HOW IT ALL STARTED. The seeds of the B Corp movement were planted at a basketball company called AND 1.

The results of the sale were immediate and difficult for Gilbert and Houlahan to watch. Although the partners went into the sale process with eyes wide open, it was still heartbreaking for them to see all of the company’s preexisting commitments to its employees, overseas workers, and local community stripped away within a few months of the sale.