Marketing Plays: April 2019

April 24, 2019: Wolverine World Wide Inc.‘s Kids Group is making its debut at the Mom 2.019 Summit this week in Austin, Texas. The division — which includes Hush Puppies Kids, Keds Kids, Merrell Kids, Saucony Kids and Sperry Kids — is serving as a presenting sponsor for the conference, which last year drew more than 800 digital influencers. During the three-day summit, Wolverine’s brands will share a sneak peek at their fall ’18 back-to-school collections in a fun and playful suite space. Keynote speakers at this year’s event include author Brené Brown and actress Amber Tamblyn.

April 16, 2019: Bally is relaunching its classic ’90s tennis sneaker with a campaign called “Champions Are Made,” starring actor Ncuti Gatwa, model Maeva Giani Marshall and dancer Matthew Ball. It’s all about celebrating the experiences that define us, such as Gatwa’s acclaimed performance as Eric Effiong in Netflix’s “Sex Education,” Giani’s successful career despite a skin condition and Ball’s physical endurance. Bally’s original Champion shoe was a favorite among 1992 Grand Slam and French Open winners Jakob Hlasek and Marc Rosset, and the update comes in ’90s pop colors and features new EVA technology and breathable mesh lining for cushioning and comfort. The tongue is embossed with Bally’s archive tennis logo.

Ncuti Gatwa Bally Champions are Made campaign
Ncuti Gatwa stars in Bally’s “Champions Are Made” campaign.
CREDIT: Courtesy of Bally

April 12, 2019: Kurt Geiger has announced Gemma Chan as the face of its new campaign, “Characterful Style.” Shot by photographer Erik Torstensson, the campaign highlights the British actress’ timeless and elegant style, with Chan showing off the Battersea mule in an acid yellow colorway. The latest Kurt Geiger collection — which features acid brights, gingham check and archival prints — launches on April 12. Fashion blogger Susie Lau, presenter Maya Jama, musical lyricist Not3s and journalist Julia Hobbs have also been tapped for the campaign, with more names to be announced throughout the season.

Gemma Chan, Kurt Geiger, campaign
Gemma Chan in Kurt Geiger’s latest campaign.
CREDIT: Kurt Geiger

April 10, 2019: Danish brand Ecco is putting its employees front and center. On April 9, the company won a gold medal in the “employee engagement” category at the New York Festivals International TV & Film Awards, which honor productions from over 50 countries, for portraying its employees in a trio of employer branding films. “How and why we do things will always define who we are as a company,” said Ecco CEO Steen Borgholm. “Letting our employees tell their personal stories is both authentic and inspiring, and will help position Ecco as much more than a great place to work.”

Ecco employee film subjeccts
A trio of employees tell their stories in an Ecco-produced film.

April 4, 2019: Brooks has nabbed 11 trail runners for the launch of the Brooks Off-Road Runner program, which was formed to “reach and inspire runners in all corners of the trail world.” According to the sneaker brand, the group will help develop new trail running product and give tips and tricks to the company’s running community. Athletes involved include Adam Chase, Allison “Alli” Grace Morgan, Basit Mustafa, Bryan Dayton, Caitlin Landesberg, Camelia Mayfield, Jared Bassett, Julia Stamps Mallon, Ladia Albertson-Junkans, Mario Mendoza and Roxanne Vogel.

April 2, 2019: Crocs‘ “Come as You Are” global marketing campaign, which features brand ambassadors Zooey Deschanel and Natalie Dormer, has added Chinese actress, dancer and model Gina Jin; South Korean actress and Gugudan girl-band member Kim Se-Jeong; and Japanese actress and model Suzu Hirose for the yearlong campaign. The ads can be seen through digital, social, print and in-store marketing. The company is also on the lookout for a 2019 Crocs Fan Ambassador who can show how she or he embraces “Come as You Are” and wear Crocs to pursue their passions.

Crocs Kim Se-Jeong
South Korean actress Kim Se-Jeong appears in Crocs’ “Come As You Are” campaign
CREDIT: Courtesy of Crocs

April 1, 2019: Less than a year after moving from the Golden State Warriors to the Detroit Pistons, Zaza Pachulia has joined a new family. The NBA pro, who was born in Tbilisi, Georgia, has signed on as an ambassador for Georgian sneaker brand Crosty. As part of the partnership, Pachulia will collaborate on product and extended sizes for existing styles, and will help the brand with its U.S. distribution, working to find like-minded partners. Crosty, founded by brothers George and Shota Mikaia, began selling in the U.S. market in fall ’19 and endorses a message of freedom and equality.

Crosty’s Onda unisex sneakers.
CREDIT: Courtesy of brand

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Marketing Plays: March 2019

Marketing Plays: February 2019

Marketing Plays: January 2019

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