With Kelly Ripa as its new face, Ryka plans to triple its business by 2009.
The $45 million active firm is leveraging the first celebrity endorsement in its 21-year history to broaden its customer base, which traditionally has been performance-oriented, according to Tom O'Riordan, chief executive officer of Ryka parent company American Sporting Goods.
"Kelly has large appeal and crosses age demographics," O'Riordan said. "Fitness is a part of her life, but it doesn't control it."
Ryka, best known for its sponsorship of the Iron Woman Triathlon series, sees Ripa as its ticket to a more lifestyle-oriented customer. In addition to the fall launch of a Kelly Ripa product line, which will wholesale from $17.50 to $80 in thousands of doors, the TV personality will serve as "an icon for the brand as a whole," according to O'Riordan.
Ripa has been wearing Ryka product on recent fitness segments on her morning talk show. The actress said she's enjoyed the design process and has been pulling inspiration for her line from recent travels.
"They said for me to get inspired and do things that inspire you, and I find that everywhere I look there's inspiration," she said. "When I was traveling, I found a kimono fabric I loved and a Mayan symbol from Mexico that I thought would be great."
Relaunched with a more feminine logo and an advertising spend that has multiplied at least five times over the past year's spending, Ryka expects to double revenues this year, and then add another 50 percent in 2009, bringing its projections for the end of that year to around $135 million in wholesale volume. O'Riordan expects half the 2009 growth to come from Ripa's line and the other half to come from growth in existing lines, which will be helped by publicity from Ripa.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia