Untold: The Rise and Fall of AND1 is a documentary film that dives into the rise, success, and downfall of the influential basketball brand, AND1. The film follows the journey of AND1, which started as a small t-shirt company in 1993 before becoming a multimillion-dollar business in the 2000s.
The documentary explores the early days of AND1, which was founded by Seth Berger, Jay Gilbert, and Tom Austin, three friends who had a passion for basketball and street culture. The brand gained popularity in the mid-1990s, thanks to their streetball tournaments in Philadelphia and New York City. The tournaments featured local legends and unknowns who would compete against each other in an unstructured form of basketball that emphasized individual style and flair.
AND1 became more than just a brand; it became a movement. The company's marketing strategy focused on the grassroots approach, using the power of streetball to connect with young basketball players around the world. They created a unique identity and a roster of players, including Rafer Alston and "Escalade" – who became household names in the basketball world.
The film also highlights the role of ESPN in elevating AND1's status. In 1999, AND1 partnered with ESPN to create the first streetball TV show, AND1 Mixtape. This groundbreaking show brought streetball to the mainstream, showcasing the unfiltered culture of the basketball world, and it included both established and unknown streetball legends.
As the brand grew, so did its challenges. Despite their success, AND1 faced multiple obstacles, from management issues, legal battles to tough economic times caused by the 2008 economic recession. The brand’s pivot to incorporate mainstream basketball culture was met with backlash and declining sales.
In 2011, the AND1 brand was sold to the sporting goods company, American Sporting Goods, marking the end of an era. Today, the documentary looks back on AND1's rise to prominence and its lasting influence on basketball and street culture. The film features interviews with founders, players, and sports analysts, providing a comprehensive look into the AND1 story.