Payless ShoeSource partners with American Ballet Theatre

23 May '06

3 min read

Payless ShoeSource, the leader in children's footwear and dance shoes in the US, and American Ballet Theatre, America's National Ballet Company, have signed a letter of intent to launch an American Ballet Theatre co-branded line of authentic ballet shoes and accessories to be available exclusively in Payless stores and on Payless.com later this year.

"This partnership enables us to bring the best dance shoes to the market at the greatest value. Our access to ABT and its world-class dancers enables us to have the intimate knowledge needed to develop the highest quality dance shoes at the best price," said Matt Rubel, CEO and President, Payless ShoeSource.

As America's National Ballet Company, American Ballet Theatre has a strong nationwide presence touring major cities and conducting summer educational programs across the nation. Payless -- already the leader in children's footwear and dance shoes in the US -- will further enhance its connection with girls and moms through its affiliation with ABT and its programs, according to Rubel.

"We are thrilled by the fruits of this alliance -- it not only enables us to bring the best in innovation and fun to our customers, but also supports the arts in a meaningful and interactive manner. We are on a mission to democratized fashion and fun; this is one of the many ways we will achieve this. Everyone wins -- consumers receive authentic dance shoes at a great price in our stores, and Payless as a company becomes more connected to young girls -- whose number one activity is dance."

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