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pairing to kick off a new ad campaign for Skechers USA Inc, the leading family
footwear brand, called "Nothing Compares to Family."
Touting the brand's cross-generational appeal, the promotion, slated to run
through 2009, stars some of popular celebrity families and benefits children's
charities with ads breaking in celebrity weekly magazines and other fashion and
lifestyle glossies.
By positioning itself as the one-stop shop for casual shoes blending style with
athleticism for the entire family mothers, fathers, infants, children, teens,
'tweens and even grandparents Skechers has cultivated a $1 billion business over
the past 16 years.
Incorporating the latest fashion trends with signature flair in its vast
collection of sneakers, sandals, flip-flops, boots and molded footwear, Skechers
is the recognized family-friendly resource for shoes that are right for school,
the workplace, the beach and even yoga.
"We make it easy for families to find footwear for all their needs," says Kristen
Van Cott, Skechers vice president of creative for global licensing. "It's a brand
that appeals to busy households, including those of our celebrity clientele."
Teaming up with celebrity icons is a key marketing strategy for Skechers, which
has developed memorable campaigns in the past with songstresses Ashlee Simpson,
Carrie Underwood, Christina Aguilera and Britney Spears.
In its latest promotion, Skechers plans to rotate a variety of different celebrity
families throughout the campaign, featuring mothers and small children and adult
celebrities with their sisters, brothers, parents and grandparents.
At the heart of the campaign is Skechers' commitment to family. Each ad will be
tagged with a charity of the celebrity's choice, ones that are family-related,
such as the Juvenile Diabetes Research Foundation International or Habitat for
Humanity, which builds homes for families. The campaign builds upon a recent
successful family shoot featuring hipster mothers with their daughters.
The criterion in reaching out to famous mom and dads, those tastemakers who hail
from the entertainment worlds of film, television, music and sports, was that they
embody family values.
Tori Spelling, who quickly gained fame in the '90s on "Beverly Hills, 90210," and
her husband, Dean McDermott, are the proud parents of Liam, and are expecting
their second child this summer.
They star in the Oxygen reality series, "Tori & Dean: Home Sweet Hollywood." The
third season premieres June 17th. Tori's memoir "sTori Telling" debuted on the New
York Times Best Sellers List and is currently available in bookstores.