By Barry Janoff
July 23, 2015: There may be room for only one of these singers on the stage at a time, but consumers will get a double-billing of casual footwear marketing with Taylor Swift the focus of a new campaign from Keds and Meghan Trainor having people imagine that "It's All About The Lace" in signing an endorsement deal with Skechers.
Swift, who has officially been with Keds since 2012, takes center stage in Keds' global multi-platform effort, "Ladies First Since 1916," which anticiaptes the brand's coming centennial anniversary "with a fresh perspective on what it means to be a woman today."
Meanwhile, Trainor will make her debut for Skechers later this year in a campaign to include TV, print, online, outdoor and POP. Financial terms of her deal were not disclosed.
Sales of casual footwear is a $2 billion-plus business, according to research and consultant firm NPD Group, Port Washington, NY.
Nike is the leader in overall sales of athletic and casual sports shoes (more than 60% of the market), but Skechers this year moved into second place in the casual sports-footwear category with 5%, ahead of such competitors as adidas, ASICS and New Balance, per NPD Group.
According to Keds, "Ladies First" supports its Fall 2015 footwear collection with "progressive messages that celebrate a new notion of what it means to be a lady in 2015." Insights came from more than 10,000 women from eight countries.
Copy includes "There's no such thing as an average girl," "All dressed up with everywhere to go," "There will be moving, there will be shaking" and "It's not a running shoe, it's a run the world shoe."
In addition to Swift, the campaign features illustrator Priscilla White, surface artist and pattern designer Kendra Dandy and street artist Paige Smith.
The effort, from lead agency Kirshenbaum Bond Senecal + Partners, includes print and digital (in such destinations as Nylon, Paper, Interview, Refinery29 and WhoWhatWear) and what Keds called "high-impact disruptive elements like wild postings, bus wraps and subway media."
Swift also has a dedicated micro-site housed at Keds.com.
"'Ladies First' is a celebration of amazing women like Taylor Swift who are blazing new trails every day," Chris Lindner, president for Lexington, Mass.-based Keds said in a statement. "Keds is approaching its centennial year in 2016, and the Ladies First platform is the start of a powerful new era,"
At Skechers, Trainor's appearance will "complement" an on-going Colorful Comfort campaign with actress/singer Demi Lovato.
Both follow in the footsteps of such previous Skecher's endorsers as Britney Spears, Christina Aguilera and Carrie Underwood.
Skechers' current eclectic roster of endorsers also includes Pete Rose, Joe Namath, Ringo Starr, Joe Montana, Sugar Ray Leonard and Mariano Rivera.
According to Trainor, “I’m very excited to work with Skechers. I’m proud to get behind a company that celebrates style and being true to yourself! The shoes are so comfortable and stylish too. I know my fans will love this campaign.”
Trainor's breakout hit, "All About That Bass,” was followed by “Lips Are Movin,” and “Dear Future Husband.”
“We couldn’t be more thrilled to partner with Meghan Trainor on a new bright and colorful women’s campaign that will be ‘all about the shoes,’” Michael Greenberg, president for Skechers, headquartered in Manhattan Beach, Calif., said in a statement.
“From her beautiful voice to her fun, carefree image, Meghan is an amazing talent who engages with millions of teens and young women around the globe," said Greenburg. "A true original, Meghan is a perfect fit for Skechers and our super successful, fashionable and comfortable footwear.”
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