WESTLAKE VILLAGE, Calif.,
Sept. 14, 2011 /PRNewswire/ -- This
fall, California Sports Company K-Swiss will continue their
outrageous take on training with the launch of "The Killer Body
Beatdown" TUBES™ ad campaign starring America's Toughest Trainer
Jillian Michaels and featuring comedian Kaitlin Olson, known for her fanatical character
on the hit FX series "It's Always Sunny in Philadelphia." In partnership with Lady
Foot Locker, the multi-media campaign will consist of TV spots and
a series of comic web films launching on September 14th, 2011.
In the new campaign, created with agency partner 72andSunny,
Jillian Michaels and Kaitlin Olson,
take TUBES and outrageous humor to popular workout regimes
including the "Muffintop Massacre," "Heinie Hottener," and "Hot
Cool Down." The new campaign aligns with Jillian's core market of
spirited, fitness-conscious women.
"K-Swiss is bringing the fun back to women's workouts," said
Chris Kyle, vice president of
marketing for K-Swiss. "After the success of the men's TUBES
campaign with Kenny Powers, we
wanted to create an equally compelling campaign that inspires women
to get in their TUBES, train hard and connects through humor in the
process."
To complement the short web films, there will be a 10-second and
30-second TV spots featuring Jillian and Kaitlin directing
consumers to join the K-Swiss "Killer Body Beatdown" and visit Lady
Foot Locker retail locations around the country. In all films,
Jillian and Kaitlin will motivate and entertain consumers to get in
shape with practical, but highly entertaining tips.
Launching September 15th, Lady
Foot Locker will support the campaign via in-store displays
nationwide. Throughout the month, original content
will air on www.ladyfootlocker.com and TV including spots on NBC,
CBS, MTV, BRAVO and VH1. Additionally, the campaign will be
supported with a robust digital/interactive and mobile campaign on
the K-Swiss and Lady Foot Locker Facebook pages.
K-Swiss TUBES training collection continues to be the brand's
most successful fitness shoe to date. The lightweight shoe features
the patented TUBES cushioning technology providing stability,
flexibility and durability at an affordable price point of
$80. TUBES will be available at Lady
Foot Locker nationwide or at www.kswiss.com.
About K-Swiss
Founded more than forty years ago in Van Nuys, California, K-Swiss (NASDAQ: KSWS)
introduced the first all-leather tennis shoe, the K-Swiss "Classic"
in 1966. Since its inception, K-Swiss has rooted itself in
California Sport with an aim to be the most inspiring and
innovative sports brand in the market. Today the company
offers performance and lifestyle footwear and apparel for several
categories under its California Sports umbrella including Tennis
Heritage, California Fit (Running, Triathlon and Fitness) and
California Youth. K-Swiss also designs, develops and markets
footwear under the Palladium brand, and owns the FORM Athletics
brand. For more information about K-Swiss, visit www.kswiss.com,
@KSwiss on Twitter, and Facebook/KSwiss.
About Lady Foot Locker
Lady Foot Locker is a part of Foot Locker, Inc., a specialty
athletic retailer that operates approximately 3,400 stores in 22
countries in North America,
Europe, Australia, and New
Zealand. Through its Foot Locker, Lady Foot Locker, Kids
Foot Locker, Footaction, Champs Sports and CCS retail stores, as
well as its direct-to-customer channel Footlocker.com/Eastbay/CCS,
the Company is the leading provider of athletic footwear and
apparel.
About Empowered Media
Empowered Media, LLC operates the Jillian Michaels wellness
brand. Co-founded by Jillian Michaels and her business
partner, Giancarlo Chersich, the company operates as life
architects whose sole mission is to inspire individuals to empower
themselves to seek healthier, active lives. The products
marketed are part of the total life solution platform created by
the Jillian Michaels philosophy. America's premier
health and wellness coach, Michaels is a New York
Times best-selling author, entrepreneur and co-host of the
syndicated daytime series The Doctors. Michaels is
also a passionate advocate, fighting to invoke important changes in
all aspects of health and wellness. Michaels'
newest bestselling book, UNLIMITED: HOW TO BUILD AN EXCEPTIONAL
LIFE, is available now wherever books are sold. For more
information about Jillian Michaels please
visit www.jillianmichaels.com
About 72andSunny
72andSunny, an MDC Partners firm, uses creativity to inspire
passion. The company has offices in Los
Angeles and Amsterdam.
Their clients include Nike, Carl's Jr. /Hardee's, Activision,
Discovery Channel, Bugaboo, and K-Swiss.
Media Contacts:
K-Swiss:
Jennifer Macfarland (818) 706-5136/
JMacfarland@K-Swiss.com
Turner PR: (212) 889-1700
Melanie Dennig /
Melanie.Dennig@turnerpr.com
SOURCE K-Swiss