Marketing Plays: August 2019

Aug. 22, 2019: Timberland PRO has launched a new initiative to help continue its mission of supporting the trades with RebuildersNeeded.com, a resource for people who are interested in joining rebuild efforts across the country and learning about careers in the trades. The company is also debuting a series of TV spots to spread the message about the need for skilled workers.

Aug. 21, 2019: Gigi Hadid stars in Burberry’s fall ’19 ad campaign. She’s joined by Maxwell Annoh and Finn Rosseel, who both made their Burberry campaign debut. Irina Sharyk also fronts the campaign and is seen modeling alongside Sora Choi, Freja Beha Erichsen and Fran Summers. The ads, shot by Danko Steiner and Nick Knight, explore British culture and the different facets of the brand’s fall collection. “I have been thinking a lot about England as a country of contrasts, from the structured to the rebellious and free, and I wanted to celebrate how these elements coexist,” chief creative officer Riccardo Tisci said in a statement.

Burberry fall ’19 ad campaign.
CREDIT: Courtesy of Burberry/Danko Steiner

Aug. 21, 2019: Starring musician H.E.R and influencer Luka Sabbat, Ugg highlights diversity in its fall ’19 Collective campaign. The ads, shot by photographer Frederic Auerbach and styled by Kate Ruth, take place in San Francisco to celebrate California landmarks. “The Ugg Collective consists of Californian musicians, actors, entrepreneurs, filmmakers, photographers and professional athletes. Like Ugg, they are bold, provocative, free-spirited, optimistic and real,”  Andrea O’Donnell, president, fashion & lifestyle brands, said in a statement. “Each season, we select new groups of unique individuals to represent the brand. In telling their stories, we tell ours.” In addition to Sabbat and H.E.R., filmmaker Crystal Moselle, athlete Daniel Woods, model Lola McDonnell and photographer Zackery Michael also star. 

ugg fall 2019
Ugg’s Collective campaign for fall ’19.
CREDIT: Courtesy of company

Aug. 20, 2019: To celebrate DKNY‘s 30th anniversary, the company tapped singer Halsey to front its fall ’19 ads. Photographed by Amy Troost and styled by Carlos Nazario, the campaign follows Halsey as well as The Martinez Brothers through a series of quintessential New York stories. In the ads, they can be seen wearing checked suiting, denim, leopard-print athleisure and classic outerwear. To pay homage to its ’90s roots, the campaign images are shot in back and white and feature a bold red logo. During New York fashion week, DKNY will host a 30th-birthday party with a DJ set by The Martinez Brothers and a performance by Halsey.

Halsey DKNY
Halsey starring in DKNY’s 30th anniversary ad campaign.
CREDIT: Courtesy of DKNY

Aug. 15, 2019: Supermodel Chanel Iman has booked a new gig as the face of Marc Fisher LTD‘s fall ’19 ads. The 28-year-old beauty is appearing in the label’s “Step and Repeat” campaign, showcasing seven of its most versatile styles for the season, including the Dream moto-combat boots and Izzie fashion hikers. Founder and CEO Marc Fisher said in a statement, “As a footwear brand that influencers love to wear, we feel Chanel Iman’s energy and style perfectly encapsulate the Marc Fisher LTD ethos and aesthetic.” Over the years, the footwear label has worked with top runway names such as Karlie Kloss and Martha Hunt. Its latest campaign debuts today on its website and social media accounts, and will also feature out-of-home placements, including a takeover on the New York City number 7 subway train.

Chanel Iman Marc Fisher LTD Campaign
Chanel Iman in the fall ’19 ads for Marc Fisher LTD.
CREDIT: Marc Fisher LTD

Aug. 12, 2019: Adidas has a new video series called “Running With” that features some of its inspiring brand partners in one-on-one conversations with ESPN’s Maria Taylor while also putting in some laps. The latest video features supermodel and coding guru Karlie Kloss, who chatted about running the New York City Marathon in 2017 and her favorite kicks: “When I’m on, I’m all the way on — high heels and the whole thing. And when I’m off, I live in my [Adidas] Ultraboosts. I swear, it’s like walking on clouds.” And of her Kode With Klossy initiative, she explained, “We run summer camps across the United States that teach girls how to code. There’s a confidence and a power that comes with that literacy and that skill set, and I wanted other girls to know that ‘I can do or be anything I set my mind to.’ ” The video series launched at the beginning of this month with rapper Pusha-T.

Aug. 5, 2019: To mark the second release of their ongoing collaboration, Asics and Vivienne Westwood unveiled a new campaign, shot by photographer Dexter Navy, that channels Old Masters artistry. After exploring Westwood’s early punk themes in their first collaboration, the two brands this time took cues from the designer’s memorable fall ’90 “Portrait” collection, which was inspired by the elaborate rococo paintings of 18th-century French artist François Boucher. Sneaker looks in the second drop include three Asics Tiger styles — the HyperGel-Lyte, Gel-Saga and Gel-DS Trainer OG — which are slated to launch in late August.

Asics Tiger Vivienne Westwood Collaboration Campaign
The Asics Tiger X Vivienne Westwood HyperGel-Lyte is printed with the rococo painting “Daphnis & Chloe.”
CREDIT: Vivienne Westwood

Aug. 1, 2019: Vans is honoring skateboarding history this month. The California sneaker brand has placed a statue of British skate icon Geoff Rowley across from Star Plaza at the L.A. Convention Center that will remain in place for 30 days. It’s intended to mark the 20th anniversary of Rowley’s historic 50-50 move on the hubba (or stair ledge) outside the Staples Center; it will also recognize the skater’s impact on the sport. Rowley has had an important influence on the history of Vans: The two introduced their Rowley Pro vulcanized sneaker in 1999, and it helped reignite not only Vans but slim-fitting high-performance skate styles.

Vans Geoff Rowley Statue
Vans placed a temporary statue of Geoff Rowley at the LA Convention Center.
CREDIT: Vans

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