Reebok has found the female face for its successful ZigTech shoe line: ESPN reporter (and former Dancing With the Stars finalist) Erin Andrews.
Andrews shot ZigTech first women’s campaign — which includes both the line’s footwear and the soft-launching apparel — Wednesday in Los Angeles.
Andrews told Footwear News the partnership appealed to her on two levels. “Fitness is very important to me — for my stress level and [because], when you’re on television, you have to maintain your shape,” she said.
She also respects the brand, she said.
“Just being involved in sports, I was so thrilled to be asked [to do an athletic shoe campaign,]” said Andrews. “I’m such a huge sports fan, a sports nerd. Just to be in the same kind of class and part of the same kind of shoe [as the rest of the ZigTech endorsers], it’s huge for me.”
According to Reebok head of U.S. women’s Kristen Olson, Andrews’ year-long deal with Reebok includes ads slated to run throughout the year, starting with the spring ads next month and followed by significant coverage for back-to-school and holiday. The spring-campaign will encompass print ads in fitness oriented magazines, as well as in-store POS and social media.
Andrews will also host a high-profile event for the brand around next month’s NFL Super Bowl game in Texas, Olson said.
ZigTech shoes launched last March, supported by a multichannel advertising push that made heavy use of Reebok’s high-profile athletes, including the NFL’s Peyton Manning and Chad Ochocinco, the NHL’s Sidney Crosby and NBA first-round draft pick John Wall. But Reebok wanted to go in a different direction when it looked for a female star, said Olson.
“Most brands go directly to the sport-athlete route, or they find someone who’s more [of] a celebrity,” Olson said. “Erin was exactly what we’re looking for. She has great crossover appeal; she’s extremely passionate about sports and a huge fitness enthusiast. It’s very symbolic in the direction of our owning women’s fitness.”