B.U.M. Equipment
According to Khristopher Bond,VP of Marketing (1989–94) and the person credited for exploding the brand onto the world market through their award winning “real people” advertising campaigns (which would later be adopted by other major retailers), “in contrast to other brand names like FUBU, the B.U.M. acronym doesn’t actually stand for anything. He added, “Or it means everything to everybody. For me it is a basic understanding of mankind.”[3] However several articles of clothing from the line do come stamped with the slogan Body Utility Maintenance. Indeed, it would seem as though a considerable amount of brand confusion existed within the rank and file of the B.U.M. Equipment hierarchy. Perhaps, this is to blame for B.U.M.’s more recent lackluster sales initiatives.
