K-Swiss Teams Jillian Michaels With Comedian Kaitlin Olson for ‘Killer Body Beatdown’ Ad Campaign
WESTLAKE VILLAGE, Calif., Sept. 14, 2011 /PRNewswire/ — This fall, California Sports Company K-Swiss will continue their outrageous take on training with the launch of “The Killer Body Beatdown” TUBES(TM) ad campaign starring America’s Toughest Trainer Jillian Michaels and featuring comedian Kaitlin Olson, known for her fanatical character on the hit FX series “It’s Always Sunny in Philadelphia.” In partnership with Lady Foot Locker, the multi-media campaign will consist of TV spots and a series of comic web films launching on September 14th, 2011.
In the new campaign, created with agency partner 72andSunny, Jillian Michaels and Kaitlin Olson, take TUBES and outrageous humor to popular workout regimes including the “Muffintop Massacre,” “Heinie Hottener,” and “Hot Cool Down.” The new campaign aligns with Jillian’s core market of spirited, fitness-conscious women.
“K-Swiss is bringing the fun back to women’s workouts,” said Chris Kyle, vice president of marketing for K-Swiss. “After the success of the men’s TUBES campaign with Kenny Powers, we wanted to create an equally compelling campaign that inspires women to get in their TUBES, train hard and connects through humor in the process.”
To complement the short web films, there will be a 10-second and 30-second TV spots featuring Jillian and Kaitlin directing consumers to join the K-Swiss “Killer Body Beatdown” and visit Lady Foot Locker retail locations around the country. In all films, Jillian and Kaitlin will motivate and entertain consumers to get in shape with practical, but highly entertaining tips.
Launching September 15th, Lady Foot Locker will support the campaign via in-store displays nationwide. Throughout the month, original content will air on www.ladyfootlocker.com and TV including spots on NBC, CBS, MTV, BRAVO and VH1. Additionally, the campaign will be supported with a robust digital/interactive and mobile campaign on the K-Swiss and Lady Foot Locker Facebook pages.
K-Swiss TUBES training collection continues to be the brand’s most successful fitness shoe to date. The lightweight shoe features the patented TUBES cushioning technology providing stability, flexibility and durability at an affordable price point of $80. TUBES will be available at Lady Foot Locker nationwide or at www.kswiss.com.
Founded more than forty years ago in Van Nuys, California, K-Swiss (NASDAQ: KSWS) introduced the first all-leather tennis shoe, the K-Swiss “Classic” in 1966. Since its inception, K-Swiss has rooted itself in California Sport with an aim to be the most inspiring and innovative sports brand in the market. Today the company offers performance and lifestyle footwear and apparel for several categories under its California Sports umbrella including Tennis Heritage, California Fit (Running, Triathlon and Fitness) and California Youth. K-Swiss also designs, develops and markets footwear under the Palladium brand, and owns the FORM Athletics brand. For more information about K-Swiss, visit www.kswiss.com, @KSwiss on Twitter, and Facebook/KSwiss.
About Lady Foot Locker
Lady Foot Locker is a part of Foot Locker, Inc., a specialty athletic retailer that operates approximately 3,400 stores in 22 countries in North America, Europe, Australia, and New Zealand. Through its Foot Locker, Lady Foot Locker, Kids Foot Locker, Footaction, Champs Sports and CCS retail stores, as well as its direct-to-customer channel Footlocker.com/Eastbay/CCS, the Company is the leading provider of athletic footwear and apparel.
About Empowered Media
Empowered Media, LLC operates the Jillian Michaels wellness brand. Co-founded by Jillian Michaels and her business partner, Giancarlo Chersich, the company operates as life architects whose sole mission is to inspire individuals to empower themselves to seek healthier, active lives. The products marketed are part of the total life solution platform created by the Jillian Michaels philosophy. America’s premier health and wellness coach, Michaels is a New York Times best-selling author, entrepreneur and co-host of the syndicated daytime series The Doctors. Michaels is also a passionate advocate, fighting to invoke important changes in all aspects of health and wellness. Michaels’ newest bestselling book, UNLIMITED: HOW TO BUILD AN EXCEPTIONAL LIFE, is available now wherever books are sold. For more information about Jillian Michaels please visit www.jillianmichaels.com
72andSunny, an MDC Partners firm, uses creativity to inspire passion. The company has offices in Los Angeles and Amsterdam. Their clients include Nike, Carl’s Jr. /Hardee’s, Activision, Discovery Channel, Bugaboo, and K-Swiss.
Jennifer Macfarland (818) 706-5136/ JMacfarland@K-Swiss.com
Turner PR: (212) 889-1700
Melanie Dennig / Melanie.Dennig@turnerpr.com