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ESPN'S Erin Andrews To Campaign For Reebok

Reebok has found the female face for its successful ZigTech shoe line: ESPN reporter (and former Dancing With the Stars finalist) Erin Andrews.

Andrews shot ZigTech first women’s campaign — which includes both the line’s footwear and the soft-launching apparel — Wednesday in Los Angeles.

Andrews told Footwear News the partnership appealed to her on two levels. “Fitness is very important to me — for my stress level and [because], when you’re on television, you have to maintain your shape,” she said.

She also respects the brand, she said.

“Just being involved in sports, I was so thrilled to be asked [to do an athletic shoe campaign,]” said Andrews. “I’m such a huge sports fan, a sports nerd. Just to be in the same kind of class and part of the same kind of shoe [as the rest of the ZigTech endorsers], it’s huge for me.” ( more on the next page)

According to Reebok head of U.S. women’s Kristen Olson, Andrews’ year-long deal with Reebok includes ads slated to run throughout the year, starting with the spring ads next month and followed by significant coverage for back-to-school and holiday. The spring-campaign will encompass print ads in fitness oriented magazines, as well as in-store POS and social media.

Andrews will also host a high-profile event for the brand around next month’s NFL Super Bowl game in Texas, Olson said.

ZigTech shoes launched last March, supported by a multichannel advertising push that made heavy use of Reebok’s high-profile athletes, including the NFL’s Peyton Manning and Chad Ochocinco, the NHL’s Sidney Crosby and NBA first-round draft pick John Wall. But Reebok wanted to go in a different direction when it looked for a female star, said Olson.

“Most brands go directly to the sport-athlete route, or they find someone who’s more [of] a celebrity,” Olson said. “Erin was exactly what we’re looking for. She has great crossover appeal; she’s extremely passionate about sports and a huge fitness enthusiast. It’s very symbolic in the direction of our owning women’s fitness.”Via FN.

The post ESPN'S Erin Andrews To Campaign For Reebok appeared first on Tip Top Shoes NYC Blog.

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