Were the throwback glory days ending, just as they were for mesh trucker hats and the Hilton sisters? Some disagreed, and were creating niche throwback products to continue the trend. Claude Johnson, who worked as a locensor for the NBA during the 50th anniversary year, was moved to create apparel based on the uniforms of black basketball teams of the 1920s and 1930s such as the Smart Set Athlelic Club of Brooklyn and the Washington 12th Streeters. The “Black Fives” line has caught on in more urbane rather than urban settings (noted Princeton University professor Cornel West is a customer) as a result of a look that Johnson called “clean and preppy … Not everyone likes big, loud letters and numbers.” Companies such as Headmaster, Inc., of California were also pushing collegiate niche looks in early 2004, signing 100 current and former players from the Big Four leagues to exclusive deals, Including Lou Gehring (Columbla University). Jerry Rice (Mississippi Volley State), and Isiah Thomas (Indiana University). The company expected to make $15 million in 2004 not by tapping the urban market, but rather by scaling back the sizes and prices of products to reach “mainstream-demographic consumers.” This niche approach may exted the throwback trend further. (70)