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.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)