Following the launch of its first boot line, Lugz engaged in collaboration and endorsement agreements within the music, entertainment, and sports industries. One of the brand’s early celebrity-endorsed products was Funkmaster Flex, an urban driving shoe developed in collaboration with a radio personality. This was followed by a collaborative footwear line with hip-hop artist,
Bryan "Baby" Williams. Additional endorsement and collaboration agreements involved figures and organizations including
Snoop Dogg,
Orange County Choppers, and professional athletes from
MMA and combat sports. The brand gained greater public visibility from shoutouts on The
Howard Stern Show and appearances in music videos by artists such as
B.I.G. (Biggie Smalls) and
Dr. Dre. In February 2000, Lugz launched its first e-commerce website, allowing customers to make direct online purchases. In 2008, Lugz entered the
Mixed Martial Arts market by signing
Lyoto Machida and
Houston Alexander as endorsers. Machida later won the
UFC Light Heavyweight Champion while associated with the brand. The brand signed additional endorsers such as Quinton “Rampage” Jackson and Cain Velasquez, who became a Lugz endorser in 2010. During the 2010s, Lugz participated in several collaborative projects with fashion brands, artists, and media entities, like Atelier New Regime, Fool’s Gold Records,
Urban Outfitters, V-Files, Colm Dillane (KidSuper), the Swedish rock band Ghost, and Bazooka chewing gum. == References ==