Salsaga Blog

MANHATTAN BEACH, Calif., May 13 /PRNewswire/ — Starlet Tori Spelling and her 13-month-old son, Liam, are the first celebrity 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 today’s 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.About SkechersSkechers USA, Inc., based in Manhattan Beach, California, designs, develops and markets lifestyle footwear that appeals to trend-savvy men, women and children. With more than 2,000 styles, Skechers meets the needs of consumers across every age and demographic with its portfolio of eight brands. A billion dollar company, Skechers sells its products to department and specialty stores worldwide. The company also sells its footwear through its 163 retail stores in high-traffic destinations such as New York’s Times Square and Universal CityWalk in Los Angeles, its Web site, as well as in over 100 countries and territories. Skechers USA, Inc.

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