K-Swiss Launches Jillian Michaels’ K-Swiss Tubes Jumpstart Challenge
WESTLAKE VILLAGE, Calif., Jan. 11, 2010 /PRNewswire/ — California Sports Company K-Swiss announces a multi-media retail campaign in partnership with Lady Foot Locker to ‘jumpstart’ the New Year with America’s Toughest Trainer, Jillian Michaels and K-Swiss TUBES(TM) training footwear. From January 10, 2011 through February 6, 2011, consumers can access daily fitness and wellness tips from Jillian exclusively via the microsite, www.Kswiss.com/jumpstart, and Facebook (www.facebook.com/kswiss), as well as enter the Jumpstart Challenge Sweepstakes. The winner of which will receive six months of personal training in their hometown and a K-Swiss TUBES gear package for themselves and two friends.
“Like Jillian, K-Swiss wants to help people achieve a healthier lifestyle year-round. This Jumpstart Challenge is a first step,” said David Nichols, Executive Vice President of K-Swiss. “We wanted to create a campaign that encouraged participation and by partnering with Jillian and Lady Foot Locker, we are able to provide a training experience with TUBES positioned as a training partner.”
To complement the online campaign, NBC stations in Top DMAs will air four 30-second TV spots featuring Jillian and will direct consumers to the microsite and Lady Foot Locker retail locations around the country. In all spots, Jillian will challenge consumers to jumpstart the New Year by eating better and exercising more through a variety of tips created especially for K-Swiss. One spot shows Jillian explaining how to best execute a so-called girl push-up. Lady Foot Locker will also support the campaign via in-store displays and call-outs on Ladyfootlocker.com and Facebook/ladyfootlocker.
Visitors to the Jumpstart Challenge Website (Kswiss.com/Jumpstart) can register to receive daily tips from Jillian on fitness technique, healthy eating, weight training, stretching, staying hydrated, wearing the right footwear, and much more. The site will also provide video sharing tools, a store locator to find the nearest Lady Foot Locker, sweepstakes entry, and a 360 degree view of TUBES, Jillian’s go-to training shoe. The lightweight shoe features the patented TUBES cushioning technology providing stability, flexibility and durability at an affordable price point of $75.
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.
About Lady Foot Locker
Lady Foot Locker is a part of Foot Locker, Inc., a specialty athletic retailer that operates approximately 3,500 stores in 21 countries in North America, Europe and Australia. Through its Foot Locker, Footaction, Lady Foot Locker, Kids Foot Locker and Champs Sports retail stores, as well as its direct-to-customer channel Footlocker.com/Eastbay, the Company is the leading provider of athletic footwear and apparel.
About Jillian Michaels
Jillian Michaels is America’s premier wellness coach. A New York Times best-selling author and the star of the hit NBC series The Biggest Loser, Michaels is the President and Co-Founder of Empowered Media, LLC, a wellness company with the sole mission of inspiring individuals to empower themselves to seek healthier, active lives. In April 2011, Michaels will release her next book titled UNLIMITED: How to Build an Exceptional Life.