DSW Partners With Miss America

DSW Inc. is entering the pageant arena.

The footwear retailer announced Monday it would provide shoes and act as national sponsor for the Miss America contest. DSW also disclosed plans to collaborate with The Miss America Organization to jointly develop a new footwear brand.

“DSW is proud to be associated with The Miss America Organization,” Mike MacDonald, president and CEO of DSW, said in a statement. “We look forward to sponsoring their important role as the world’s leading provider of scholarships for young women.”

The agreement includes the current Miss America, Katie Stam, who is traveling on her national media tour. Next year’s title will be given on Jan. 30, 2010, when the pageant will be broadcast live on TLC from Planet Hollywood in Las Vegas.

“We are truly excited to enter into this partnership,” Sam Haskell III, chairman of the board of The Miss America Organization, said in the statement. “DSW’s style fits with our message that Miss America is contemporary, hip and a style icon, and we’re anxious to help promote a wonderful company that shares the same strong connection to women we do.”