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Everyone can wear Op and its cool!!!
24
Apr '08
Iconix Brand Group Inc announced that Rumer Willis, Kristin Cavallari, Christina Milian, Josie Maran, Pete Wentz, Corbin Bleu and Wilmer Valderrama will star in the print, radio and online marketing campaign for the Company's junior and young men's brand, Op, that will debut this May.

The campaign will surround Wal-Mart's spring/summer launch of Op. As previously announced, Iconix signed a direct to retail licensing agreement for Op with Wal-Mart Stores Inc.

The television, movie and music personalities will represent the brand as it launches this spring exclusively at select Wal-Mart stores and walmart.com. The concept of the campaign is "OPen Road" and celebrates Op's historical open road California lifestyle, which the brand has represented since the original launch in 1972. The campaign will continue to follow the Op cast as they head into fall with a back to school campaign that will debut in August.

The campaign has a classic Op feel with the celebrities hanging out at the beach, at a ghost-town ranch and hitting the "OPen Road" in a vintage VW bus. Bringing back Op's signature heritage pieces from the 70s, but with a younger, hipper flair, the seven celebrities showcase the collection in a variety of upbeat, light-hearted scenes.

They form a human pyramid, ride bikes and skateboards and play in the surf. The on-set chemistry was infectious and all relished in their roles as California kids on a road trip, even riding in one trailerfrom set to set.


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