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Footwear brand unveils 'Nothing Compares to Family' campaign ads

Jul '08
NBC's "Heroes" villain Jack Coleman along with Grammy-award winning R&B singer Brandy and their children are the newest models starring in the next two installments of Skechers' "Nothing Compares to Family" campaign ads.

Running through 2009, the campaign features some of popular celebrity families and benefits family-related charities selected by the celebrities appearing in the footwear ads seen in celebrity weekly glossies and lifestyle magazines.

A cross-generational brand, Skechers enjoys the rare position in the footwear industry of outfitting entire families in its casual shoes that are a hybrid of style and comfort.

Family members, including mothers, fathers and grandparents shopping for themselves or their children, can easily find the right Skechers sneaker, sandal, flip-flop or boot that suits them and their age thanks to the brand's strategy of incorporating fashion trends with signature flair.

It's a formula that generated $1.4 billion dollars in sales last year and has kept the company going strong for 16 years.

"We're thrilled to help draw attention to charities that are relevant to our consumers," said Michael Greenberg, Skechers' president. "Connecting with celebrities is one of the most effective ways to raise awareness for charities.

We have seen this with our own marketing efforts related to celebrities. We think Jack and Brandy shown with their children will speak to consumers in a powerful manner."

The criterion in reaching out to famous parents, those tastemakers who hail from the entertainment worlds of film, television, music and sports, was that they embody family values.

Jack Coleman, who's the first male celebrity photographed in the campaign, posed with his 8-year-old daughter Tess. He plays the anything-but-benign lead character, Noah Bennet, in NBC's sci-fi thriller, "Heroes," and has been filming public service announcements to help raise awareness for gender equality in pain management.

Brandy, who was photographed with her 6-year-old daughter, Sy'rai Smith, is a best-selling female artist, having sold over 10.5 million copies of her four studio albums in the United States and over 25 million albums worldwide. Her fifth album (Epic Records) is due in September.

"We're fans of Skechers products, so I'm thrilled to help spread the word about their great family footwear," Jack Coleman said.

"It's great to be part of Skechers' campaign, which promotes and benefits families and children," Brandy said.

At the heart of the campaign is Skechers' commitment to family. Each ad will be tagged with a family-related charity of the celebrity's choice.

Brandy supports The Norwood Foundation, which provides cultural enrichment to at risk youth, while Jack Coleman's charity, Elevate Hope Foundation (EHF), is dedicated to providing abused and abandoned children an alternative method of therapy through music andthe arts.

Skechers has also donated to Tori Spelling's requested charity, K.I.D.S, which distributes new clothes, shoes, toys and baby furniture to needy children.


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