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Kmart and Sears celebrates launch of Nice Skate Shoes
Jul '09
Kmart and Sears announced a promotional and retail relationship with well-respected skate shoe and lifestyle apparel brand, Nice Skate Shoes (NSS). To celebrate the launch, Sears, Kmart and NSS are presenting the rideNSS tour, a cross-country tour of skate parks and a nationwide search for some of America's best skating talent.

NSS footwear is already one of the hottest brands at Sears and Kmart. Now NSS is poised to kickflip the industry when it debuts its latest footwear styles and new lifestyle apparel collection for young men and boys at selected Kmart stores and online at Kmart.com. With the brand's new tag line, My Life, My Ride, Sears and Kmart hope to bring some of the individuality and personal expression that are integral to the skater lifestyle to their customers.

NSS footwear combines street looks with great skateability. Most styles feature graphics or logo designs, padded collar and tongue, cushioned insoles and durable resilient rubber outsoles.

NSS tops are comprised of tees and hoodies, featuring skate-inspired graphics, flocking and foils. Straight denim fits are punctuated with studs and other hardware as well as unique belts, such as chains and novelties. The denim is destructed with on-trend treatments such as spot sanding, abrasions and whiskering. Different wash treatments round out the offering.

"Sears and Kmart are pleased to be able to offer our customers access to a recognizable lifestyle brand like NSS that features unexpected quality for an affordable price," said Diane Vaccaro of Sears Holdings. "The leather and technology of NSS footwear compares with the offerings of some of the most-recognizable skate brands on the market, and the apparel has exciting design that provides both trend-right style and great value."

To celebrate the launch of NSS, Sears and Kmart have launched the rideNSS tour, a nationwide tour to celebrate the NSS credo, My Life, My Ride, and identify some of the country's best skating talent. The tour kicks off in late July and makes stops at 25 different skate parks in California, Kentucky, Ohio, Pennsylvania, Maryland, New York, New Jersey and Indiana plus 25 "guerilla" appearances in cities across the country. Each event will identify one champion who exhibits unique skills and performance capabilities. The winner will be granted a custom skateboard and shoes and go on to compete for a national title. The national winner will have $5,000 donated in their name, on behalf of Sears Holdings Corporation, to improve their home skate park.

In addition to the activities surrounding the skaters at each event, the tour will conclude with one skate park on the tour receiving a permanent improvement worth $5,000.

To spread the word about the upcoming skate park tour and challenge, Sears is launching the NSS SUV to rideNSS cities. People who spot the SUV will be able to scan the "jag tag" and get high-energy, high-def, exclusive NSS content sent directly to their cell phones.

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