Four Loko owner Phusion Projects may have just agreed to cut the caffeine from the alcoholic beverage brand, but it's not backing down on defending its reputation.

Despite agreeing to reformulate their highly controversial product by removing caffeine, guarana and taurine, Phusion Projects, the drink’s creator, yesterday released a terse announcement stating, “We have repeatedly contended — and still believe, as do many people throughout the country — that the combination of alcohol and caffeine is safe. If it were unsafe, popular drinks like rum and colas or Irish coffees that have been consumed safely and responsibly for years would face the same scrutiny that our products have recently faced."

Phusion's announcement was issued hours before the brand's biggest jolt — today's FDA smackdown on caffeinated alcoholic beverages (CABs) in the US.Continue reading...

Here's something that could make a brand catch on real fast: banning it.

The National Basketball Association (NBA) has determined after testing that Athletic Propulsion Lab's Concept 1 sneaker "creates an undue competitive advantage" for its players and will prohibit them from wearing it on the basketball court. It's the first time the NBA has taken such an action.

Why? Because the Concept 1, according to the maker, "is designed to provide an instant improvement in vertical leap" using a unique "Load 'N Launch" technology. Apparently, the NBA takes the claim seriously.

The $300 sneakers were created by twin brothers Ryan and Adam Goldston. They're the sons of Mark Goldston, who is responsible for such innovations as the Reebok Pump and lights in L.A. Gear footwear. Sports Illustrated independently tested Concept 1 sneakers last month, indicating that a leap with two feet was improved by a few inches, but only for some of the testers.Continue reading...