Marketing Plays: December 2019

Dec. 24, 2019: Puma is based in Germany, but Mike “Upscale Vandal” Camargo is taking the brand around the world to showcase global motorsport culture. The sneaker influencer — and FN cover alum — is the executive producer of the latest Puma Motorsport campaign (with video by Joe Cavallini and photos by Michael Bryan) shot in Puerto Rico. Camargo and Puma tapped several fashion-focused music stars, models and more including Arcángel, Brytiago and Jasmin Cortez to appear in the spot.

Dec. 20, 2019: Brazilian flip-flop brand Havaianas has signed a two-year contract to serve as a global sponsor of the World Surf League, with the goal of increasing its presence internationally. As part of the partnership, Havaianas will have activations at six WSL events in 2020, including four Championship World Tour stops, as well as the Challenger Series in Galicia, Spain, and at the New York Long Board Classic. This announcement follows earlier news that Havaianas secured a sponsorship deal with Tatiana Weston-Webb, the first Brazilian surfer who has qualified on the WSL Championship Tour for Tokyo 2020.

Dec. 18, 2019: StockX is bringing “The Stock Market of Things” to the Cleveland Cavaliers in the team’s home arena, and players on opposing teams. The company announced a partnership with the NBA franchise today that will give both the locker room for the Cavaliers and those of the visiting teams at Rocket Mortgage Fieldhouse access to 55-inch iPhone Padzillas with the StockX app loaded. It will give players the ability to look at, and purchase, products from StockX. Aside from access to browse and shop, there will be StockX-branded player signage identifying the arrival path for Cleveland and the visiting teams, as well as a “prominent creative presence inside and outside the visiting team locker room,” is part of the new partnership. The partnership will also yield two web and social media content series showcasing Cavaliers players with streetwear and sneaker culture: “Fact or Cap” will share facts with some incorrect claims thrown in and “History of Heat” will recap Cleveland players’ style. Cavs.com and the StockX social media channels will feature each series, according to the company. In addition, in the summer of 2020, StockX will partner with the Cavaliers on a community-engaging initiative connected to the team’s Youth Basketball Program in summer ’20.

StockX Cleveland Cavaliers
A look at the Cleveland Cavaliers’ visiting locker room with StockX branding.

Nov. 27, 2019: Rosie Huntington-Whiteley stars in the latest images for Jimmy Choo‘s In My Choos series, a storytelling franchise that kicked off for pre-fall ’19 with Sienna Miller. Called “Destination Party,” the new photos were shot in Malibu, Calif., by Zoey Grossman. Huntington-Whiteley models the label’s cruise ’20 collection. “I would describe Jimmy Choo as, well, I always think of it as being British. I think it’s eclectic, fun, elegant and timeless,” Huntington-Whiteley said of the brand. In a video accompanying the photo series, the supermodel discusses prepping for the holidays, her definition of glamour and how her interest in fashion arose. View the full campaign on Jimmychoo.com.

Rosie Huntington-Whiteley, in her choos, jimmy choo, ad campaign, resort 2020
Rosie Huntington-Whiteley photographed for Jimmy Choo’s In Her Choos storytelling series.
CREDIT: Courtesy of Jimmy Choo

Nov. 15, 2019: Ugg is celebrating the upcoming holidays with a campaign featuring Ziggy Marley and his family. The California-based brand celebrates the connection and those who inspire, support and accept each other through giving. In tandem with the campaign, Ugg is giving back by partnering with Marley’s charity — U.R.G.E. (Unlimited Resources Giving Enlightenment, a nonprofit group that donates to children, women and communities in need, and HOLA (Heart of Los Angeles), which Marley supports and provides underserved youth with free programs in academics, arts and athletics. Ugg is supporting U.R.G.E with a cash register drive at all Ugg stores throughout the holiday season with a guaranteed donation.

ugg, Give the Gift of UGG’ Holiday 2019 campaign, ziggy marley
Ziggy Marley and his family star in the ‘Give the Gift of Ugg’ holiday ’19 campaign.

Nov. 14, 2019: Retailer Aéropostale has a new brand message, aimed at encouraging a sense of unity. The youth specialty chain, a division of Authentic Brands Group, unveiled a global campaign introducing its inclusive mantra: Oneness. “The idea of ‘oneness’ was born from talking to thousands of young people … about the challenges they face and the world faces today. We realized Aéropostale had an opportunity to create a platform that was a safe space for expression and to share a positive message,” said Natasha Fishman, EVP of marketing at ABG. The campaign launched this month with visual ads featuring real people who styled their own looks for an authentic feel. Oneness is an evergreen brand message that will evolve seasonally and appear on various platforms such as TikTok and Instagram. Aéropostale also will recruit Oneness Ambassadors across the world to share their personal messages.

Aéropostale’s Oneness brand campaign features real young people instead of models.
CREDIT: Authentic Brands Group

Nov. 4, 2019: Coach has unveiled its “Wonder for All” holiday print campaign photographed by Juergen Teller, featuring a fun, diverse cast that includes actress Yara Shahidi, model Kate Moss, rapper Megan Thee Stallion, Spike and Tonya Lee, and other high-profile individuals. The campaign follows the band of revelers as they gather at an impromptu party at a New York brownstone, and it champions the idea of coming together for the holidays and the inclusive spirit of New York. The campaign also introduces the brand’s new Horse and Carriage collection. The now-iconic motif was first introduced in the ’50s, a symbol of the brand’s legacy of leather craft and New York roots. “Wonder for All” includes a series of short films written and directed by Bunney Kinney, featuring Spike and Tonya Lee, actress Camila Morrone, and writer and producer Ben Sinclair, among others.

Coach Holiday 2019 Ad Campaign
Kate Moss stars in Coach’s “Wonder for All” campaign for holiday ’19.

Nov. 4, 2019: Slipper brand Dearfoams launched its first national TV ad campaign since the ’80s: Together in Dearfoams. The campaign focuses on the brand’s belief in the importance of family, especially during the holidays, inviting consumers to step into a pair of slippers from its Dearfoams Holiday Family Collection. The ad will run in 15-second and 30-second formats on the Hallmark Channel through Dec. 19. In addition, Dearfoams will sponsor the network’s third annual Countdown to Christmas Fantasy Game. Each week players can select seven movies from Hallmark Channel and Hallmark Movies & Mysteries that they think will perform the best based on on-air ratings. Prizes will include cash awards and gift cards to Dearfoams.com. Dearfoams has also engaged with 30 influencers to share how their families come together this holiday season; they invite consumers to do the same by posting photos and videos from their family gatherings with the hashtags #Dearfoams and #TogetherInDearfoams.

Darfoams Holiday Family Collection.
CREDIT: Dearfoams

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