Media Bank: Stuart Gets Sexy… NB’s Mark of Excellence

Stuart Says
Sex sells for Stuart Weitzman. For the designer’s latest campaign, he turned to photographer Mario Testino to shoot model Natalia Vodianova and showcase the “sexiness” of the shoes. The ads are now in March issues of Vogue, W and In Style. In-store signage also will go up in Stuart Weitzman boutiques, and outdoor billboards, bus shelters and kiosks will showcase the ads at key locations in Los Angeles, New York, Miami, Italy, Paris and Chicago. “This is a first step in communicating our ‘entry price point to luxury’ positioning and opening the access point to the next generation of women who are a little obsessed with shoes,” said Susan Duffy, SVP of global marketing and communications. “The campaign is an investment in the future of Stuart Weitzman, and we expect incremental sales and elevated desirability.”

Highest Mark
“Excellent Makers” are the focus for New Balance’s latest campaign. The Boston-based brand turned to various people who are masters at their individual crafts for a series of six videos. Participants include professional baseball player Nick Swisher, hip-hop artist Jay Electronica, designer Osian Batkya-Williams, screen printer Kate Gibb and even New Balance factory associates. “New Balance recognized that every day we all have the opportunity to make excellent happen. We hope this campaign inspires people to make excellent happen in their own lives and in their own way,” Steve Gardner, strategic business unit manager for New Balance Lifestyle, said in a statement. The videos will run on the brand’s Facebook page, and the full campaign will also be featured online and in stores.

Shoe Frenzy
Diego Dolcini is showcasing his “Addiction” to shoes. The designer released a video last week with the help of collaborator Swarovski Elements that showcases his spring ’12 styles on a “shoe addict.” The spot is now streaming on YouTube and on the brand’s Facebook page.

Rocket Power
Rocket Dog’s iPhone and iPad apps are getting a new look for spring. The Hayward, Calif.-based brand updated its programs to include a variety of new features, from a radio player to lookbooks, videos and a contest section. The new apps also include push notifications, to alert Rocket Dog customers when sales or in-store events are happening. And the radio feature includes playlists and free MP3 downloads.
“Our goal with the spring ’12 app update is to make sure we are constantly serving up new content and seasonal, trend-relevant product into the hands of our consumers,” said Kim Dresser, Rocket Dog VP of marketing. “The iPhone and iPad allow us a unique way to engage and connect with her lifestyle while showcasing our brand in a user-friendly way that demonstrates our commitment to progression through mobile technology.”

Field Goal
Under Armour is getting involved in the NFL draft picks. During the NFL Combine (scouting process) this week, the brand’s latest spot, “Cam’s Night Out,” will run on the NFL network, showcasing Cam Newton of the Carolina Panthers, an Under Armour athlete. The spot follows Newton on a Friday night, where an outing at the club in which DJ and producer Araab Muzik is spinning turns into training on the football field. Also highlighted in the 60-second spot is the UA Highlight Cleat (pictured), which hits retail in April.

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