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KangaROOS jumps online to celebrate 30th anniversary
12
Jan '09
KangaROOS has tapped Studiocom, a leader in immersive online experiences, for digital marketing efforts to include branding, site development and online social engagement.

Studiocom will be responsible for a brand re-imaging while focusing on ROOS heritage in the fashion and lifestyle categories and reintroducing classic ROOS silhouettes. The team will also reinvigorate a line of signature ROOS shoes modeled after those worn by Chicago Bears great Walter Payton.

"It's an exciting time for the ROOS brand and Studiocom's digital experience makes them the best fit for our reemergence," said Jared Carver, president of One7 LLC, the U.S. licensee for KangaROOS footwear, apparel and accessories. "The team came through with a number of high level initiatives that will serve ROOS as we go through several projects and product launches. Studiocom's understanding of social marketing and online experience development ultimately made our decision to partner with Studiocom a simple one."

Studiocom will handle all aspects of the account including planning, creative and online media. Once popular in the early 1980s for its signature pocket, the ROOS brand is back with a focus on interactive marketing, online community and a lively social media presence. ROOS will be available nationwide online and in stores for Spring 2009 corresponding to the launch of the web site.

"This is a fresh and dynamic category to work with and we're excited to take on the challenge of bringing ROOS to life online," said Thomas Spicer, Managing Director, Studiocom Boston. "We are looking to engage digital millennials, and by leveraging our online expertise we'll explore possibilities that will connect ROOS with an audience that is social, collaborative and demands brand involvement."

Founded in 1998, Studiocom, a full-service digital agency, creates innovative consumer experiences, including virtual communities and online brand loyalty programs . A WPP company since 2005, Studiocom, an industry innovator, has developed a proprietary online multi-player community platform and has been the recipient of several marketing awards.

Based in Woburn, MA, one7 is a customer-centric organization whose values include clarity of purpose, integrity of action, diversity of people and ideas, and intensity of execution. Founded in 2007, one7 strives to be a leading marketer and distributor of branded products for a wide variety of athletic, fashion and casual endeavors.

KangaROOS


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