FINDING A NEW BALANCE: New Balance is making the leap from cult running brand to a competitor in the athletic arena with its biggest global ad campaign. Less than a year after Rob DeMartini took over as chief executive officer, the Boston-based company is tripling its media budget with a fresh ad campaign: "Love/Hate. This is the new balance."
"We've been a very quiet brand in a very loud category," said Norma Delaney, head of global advertising and media manager, who declined to reveal the budget. "This isn't just an advertising campaign — it's a recasting of the brand, communicating more loudly what we stand for." The multimedia campaign, which includes five TV spots that capture the essence of the runner's love-hate struggle, first airs Thursday during NCAA men's basketball tournament games. Each ad illustrates how New Balance products help tip the balance toward love in an athlete's love-hate struggle with running.
SPEEDO MALARIA CRUSADE: Speedo International and supermodel Alek Wek are teaming to promote World Swim Against Malaria, a global fund-raising initiative intended to get a million people around the world swimming on April 5. Wek was born in Sudan and contracted malaria as a child. "Having seen and experienced the devastating effects of this disease, I was passionate to get behind Speedo World Swim Against Malaria," said Wek, who models a special Speedo swimsuit designed for the campaign. Local swims are being organized, or people can swim on their own and record it on worldswimagainstmalaria.com/speedo, where swimmers also may register for organized swims for a $5 registration fee — which buys a mosquito net impregnated with insecticide. Speedo employees and athletes, including gold medalists Michael Phelps and Amanda Beard, will participate in the swim and fund-raising.
RODDICK'S CHARITY PLAY: If charity isn't enough to get men shopping, perhaps the chance to play (Wii) tennis with Andy Roddick is. In honor of Lacoste's 75th anniversary, Bloomingdale's hosted an event at its Manhattan flagship Monday night, where the tennis star signed autographs and played Wii tennis with shoppers. Ten percent of Lacoste sales from the event went to the Andy Roddick Foundation, which has raised $11 million for abused, at-risk and terminally ill children since its 2001 inception. "When I started the foundation, I was 18 and I felt like I could relate to kids a little more, and I really liked the thought of being able to alter someone's life for the better," said Roddick. To fete the iconic French brand's birthday, Bloomingdale's also dedicated the flagship's windows to Lacoste through the end of the month. The total raised was not tallied by press time.PENFIELD WARMS UP TO WOMEN'S: Outerwear firm Penfield, which started its men's business in 1975, took a hiatus in the Nineties and early this decade and relaunched men's last fall, is finally launching women's for fall. The down coats and vests, wholesaling from $90 to $105, come in standard colors as well as Eighties-inspired color blocks. Women's will be available in an estimated 60 doors in the first season, about half the number of the men's business.
OMGIRL ROAMS: OMgirl is all grown up. The seven-year-old Los Angeles-based line, which has its roots in the yoga aesthetic, is about to launch Roam, a collection designed for spa weekends, cruise vacations and resort getaways. "It was conceived as a travel line," said OMgirl founder Meghan Fielding. "When I started OMgirl, I lived in yoga clothes 24-7. As I got older, this became my answer to spa trips in Palm Desert, shopping at Barneys, lunch at Ivy at the Shore." The first major rollout for the brand since OMgirl bowed, Roam will be in stores by the end of April, both in spa destinations such as the Montage Resort and Spa in Laguna Beach, Calif., as well as upscale boutiques like Boca in Pacific Palisades, Calif., and Pierre Lafond Sportswear in Santa Barbara, Calif. Pieces include long floaty gauze skirts, cowl-neck silk tanks, lightweight denim jackets and full-length silk rayon dresses, all in a neutral color palette punched with graphite, creamy pink or mauve, depending on the season. Wholesale prices range from $30 to $90. FRONTLINE'S NEWEST STEP: Frontline, Capezio's hip-hop dance apparel brand, has signed choreographer Laurie Ann Gibson to endorse the line. Gibson was the on-air choreographer of MTV's "Making the Band" for three seasons and is heading The Pulse, a multicity dance tour/seminar organized by Broadway Dance Center. Gibson will wear Frontline during The Pulse tour and will make public appearances for Capezio.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews