Marketing Plays: Shoe Designer Lisa F Pliner Launches “Over 40 & Loving It” Podcast + More

See all the season’s biggest marketing moves, from ad campaigns and digital initiatives to major ambassador partnerships. Got some news to share? Send it to web@footwearnews.com.

Dec. 17, 2020: Philanthropist and Shoe designer Lisa F Pliner has launched a new one-hour podcast titled, “Over 40 & Loving It.” The series will highlight intimate aspects of Pliner’s world and celebrate life for women and men after they turn 40. “Over 40 is a time when we are sure of who we are, are sure of what we want and in many ways are finally able to live as our true selves,” Pliner said. A new episode debuts every Tuesday at 3 p.m. PT. and can be viewed on United Broadcasting Network’s website and Apple Podcasts.

Dec. 9, 2020: Following the success of its men’s vegan EVO Collection, the celeb-approved Italian footwear brand P448 is adding a line of alternative leather shoes for women. The five new vegan styles made out of bio-vegan leather that has a 44% reduction in energy consumption. Each pair also features post-consumer recycled materials throughout. The new vegan styles are available online now retailing for $275-$325 via Us.p448.com.

Additionally, P448 also unveiled its spring ’21 collection, which is inspired by the “new normal” of life during the global coronavirus pandemic. The brand tapped photographer Allistair Matthews to capture the Italian footwear brand’s 10 new pairs of stylish spring ’21 shoes comfortable enough to wear indoors while most continue to adhere to social distancing precautions to slow the spread.

p448 sneaker, p448 spring 21 collection, p448 italian hero sneaker
P448 Italian Hero Sneaker.
CREDIT: Courtesy of P448

Nov. 19, 2020: Renfro Corporation — a manufacturer of sock brands, including Merrell and Carhartt — announced its rebranded image as Renfro Brands. The rebrand also includes new branding, a redesigned logo and the launch of a direct-to-consumer marketplace called Loops & Wales, which will provide a seamless digital shopping experience.

Renfro Brands
Renfro Brands
CREDIT: Courtesy of Renfro Brands

Oct. 30, 2020: Blackstock & Weber pays homage to New York in its lookbook for fall. Photos take customers through founder Chris Echevarria’s perfect NYC day, dropping through some of his favorite places owned by friends, such as Botanica Bar, Tuft Barber, Scarr’s Pizza and Ground Support Cafe — proving that the city is still alive. The brand’s two newest styles, the Ellis Penny Loafer and the Clasico Tassel Loafer, have launched today. A second set of drops will follow next month.

Blackstock & Weber
A shot from Blackstock & Weber’s fall lookbook.
CREDIT: Courtesy of Blackstock & Weber

Oct. 12, 2020: Klarna has partnered with celebrity designer, TV personality and stylist Tan France on the new campaign “Clothes Love All.” The campaign addresses issues of discrimination and prejudice in fashion, with the suggestion that consumers adopt the judgement-free perspective of clothes themselves: clothes love all people. Klarna and France have created a list of eight principles that “champion a more inclusive and diverse view of fashion” and used Klarna’s wish list function to curate several shoppable collections that highlight the diversity present on the shopping app.

Oct. 9, 2020: Kurt Geiger’s fall ‘20 campaign — People Empowered — features 15 activists and charity organizations who personify the company’s values of kindness, diversity and equality. The goal is to champion people and groups who have previously been underrepresented — all of whom have inspirational back stories. The portraits were self shot at home. Alongside an expanded selection of rainbow-colored products, the brand has also launched a short animated film embodying the themes of the campaign.

Oct. 9, 2020: In support of World Mental Health day, members of the Manolo Blahnik team, including CEO Kristina Blahnik, have modeled their favorite green shoes in acknowledgement of the green ribbon emblem which symbolizes mental health awareness globally. “It is the strong sense of family values within our community and the mutual support we have given each other that has helped navigate us creatively, productively and safely through these choppy waters,” said Kristina Blahnik.

Oct. 9, 2020: To mark World Mental Health Day, Asics‘ EMEA division launched a campaign sharing inspiring stories from everyday athletes and coaches about how sport and fitness have improved their mental well-being. The “In My Shoes” audio series can be accessed on the Asics website and is meant to be listened to while on the go. On behalf of the participants, Asics is making a donation to the U.K. mental health charity Mind.

Asics Mental Health Day Campaign
Jamie Gane shared his inspiring story as part of Asics’ “In My Shoes” campaign about mental health.
CREDIT: Courtesy of Asics

Oct. 8, 2020: Frye‘s fall ’20 campaign goes deeper than footwear. The campaign will support Frye’s efforts to raise awareness and funds to fight hunger in America. With that, the brand will donate $10 to Feeding America for every pair of the Made in the USA collection sold in October. In addition, Frye tapped its first-ever athlete in New York Giant lineman Andrew Thomas as well as fashion influencer and model Natalie Lim Suarez to star in the ads.

Oct. 8, 2020: As an update to its longtime “Real People” campaign, Rack Room Shoes is honoring “Real Heroes” this fall. Each week, the footwear retailer will highlight one or two essential workers on its website and social channels. The participants, who were nominated through online submissions, include doctors, nurses, teachers, a postal service employee and — of course — Rack Room store associates, who have been working to serve customers safely during the pandemic. All the “heroes” received free pairs of shoes, including Crocs, to model during their at-home photo shoots.

Rack Room Fall 2020 Campaign
Rack Room Shoes’ fall 2020 campaign features “Real Heroes,” including its store associates.
CREDIT: Courtesy of Rack Room Shoes

Sept. 29, 2020: Paul Stuart will debut a secondary footwear collection for men this fall titled Metro. The collection features 12 styles made of soft, Italian leather and suede complete with a technologically advanced rubber sole. “This new collection is a blend of new sneaker sole technology with the updated classic styling of traditional shoes for men. They provide a stylish alternative to a casual sneaker without sacrificing any of the comforts our well-dressed customers are looking for,” said Javier Suarez, Paul Stuart’s creative director for footwear in the campaign video. `

Sept. 23, 2020: Diesel is calling attention to the events that weren’t in 2020. In a year when many gatherings and adventures were canceled, the brand is inviting fans to celebrate the good memories and commemorate missed opportunities, with a new denim customization tool on its website. Additionally, the label has unveiled a multimedia fall campaign featuring video clips of real-life anecdotes, directed by Pantera of the group Anonymous Content. The content will live online and on social media.

Sept. 15, 2020: Franco Sarto‘s latest ads for fall ’20 go back to basics. Dubbed #ADifferentKindofClassic, the campaign focuses on the brand’s Italian-designed shoes that are meant to be lived in, including a series of lug-sole and block-heel boots, streamlined loafers and wearable flats. The campaign was shot by photographer Robert Bomgartner and feature model Alima Alaf, styling was provided by Amit Gajwani and creative partners Howard Ash.

Franco Sarto Fall 2020 Ad Campaign
An image from the Franco Sarto fall ’20 campaign, featuring model Alima Alaf.
CREDIT: Courtesy of Franco Sarto

Sept. 14, 2020: Serena Williams is back in Stuart Weitzman’s latest campaign for fall ’20, wearing fashion’s favorite autumnal silhouette — the boot. This season, Edmundo Castillo, the head of design at Stuart Weitzman, sought to maximize style and comfort to produce boots that can do it all. For the campaign, Williams is pictured in three of Stuart Weitzman’s newest boots: the Caressa 80, the Kolbie and the Parton.

stuart weitzman fall '20, serena williams, parton boot
Serena Williams in the Parton boot for he Stuart Weitzman fall ’20 campaign.
CREDIT: Courtesy of Stuart Weitzman

Sept. 3, 2020: Clarks merges past and present in its fall campaign — titled “Then. Now. Always.” It celebrates the enduring nature of Clarks’ iconic Desert Boot, while also recognizing 12 modern tastemakers, including Grammy-winning producer Kindness, songwriter Miink and photographer Charlotte Patmore. The group was photographed and filmed by Udoma Janssen in a bucolic countryside setting (perfect for social distancing), at the birthplace of the Clarks brand: Somerset, England. The campaign debuts globally on Sept. 7 with multiple media touchpoints.

Clarks Fall 2020 Ad Campaign
An image from Clarks’ fall ’20 ad campaign.
CREDIT: Courtesy of Clarks

Sept. 2, 2020: “Normal People” star Daisy Edgar-Jones has officially entered the fashion world with her first campaign for Jimmy Choo. Jones is featured in the luxury label’s fall ’20 ads and can be seen in a range of product, including Jimmy Choo sneakers, which she wears with just a men’s oversized shirt, handbags and crystal-adorned heels. The British actress was shot on location in London at the landmark Chiltern Firehouse. She is featured in Jimmy Choo’s “In My Choo” video series as well, where she talks about the importance of fashion in acting.

Daisy Edgar-Jones, Jimmy Choo, Fall 2020, ad campaign
Daisy Edgar-Jones stars in Jimmy Choo’s fall ’20 ad campaign.
CREDIT: Courtesy of Jimmy Choo

Aug. 11, 2020: The fall ’20 ads for Michael Michael Kors are all about that rock ‘n’ roll lifestyle. The campaign, which was shot by photographer Mikael Jansson, stars Bella Hadid living the jet-set lifestyle, with scenes of her hanging out with bandmates on the road and exiting a music venue, while dressed in the label’s fall ready-to-wear. This season, the collection emphasizes bohemian glamour, with paisley and floral prints, faux fur, suede and denim. The campaign comprises print, online and social media elements, as well as in outside placements.

Michael Michael Kors Fall 2020 Campaign Bella Hadid
Bella Hadid stars in the fall ’20 campaign for Michael Michael Kors.
CREDIT: Courtesy of Michael Kors

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