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Danskin has recruited four fitness enthusiasts for its fall campaign: Hilary Duff, Jenny McCarthy, Padma Lakshmi and Christie Brinkley. Each is shown participating in their favorite physical activity, including Duff hiking, McCarthy practicing yoga, Lakshmi boxing and Brinkley dancing. The ads break in September books, including InStyle, Self, Shape, Women’s Health and People StyleWatch, bearing the tag line “Move for change.”
This is the first campaign for Danskin, which is owned by Iconix Brand Group, since a Brooklyn Decker one in 2009. The new campaign also includes outdoor ads in at least six major markets, including a Times Square billboard that will go up next month.
This story first appeared in the August 10, 2011 issue of WWD. Subscribe Today.
“This Danskin campaign is for women of all ages — 20s, 30s, 40s and 50s — and what they like to do to stay in shape — physically and mentally in mind, body, and soul,” said Duff, who at 23 is the youngest of the group. Brinkley, 57, is the oldest.
A new interactive microsite at danskinmove.com launches today, featuring videos of the four stars as well as monthly blogs. Each celebrity will also tweet about the campaign via their own Twitter feeds and the @Danskin account, noted Dari Marder, chief marketing officer at Iconix. Each of the four endorsers is linked to a charitable cause via the campaign, which is highlighted in the ads and on the Web site. Danskin is making contributions to each charity as part of the campaign.
Duff’s charity is Blessings in a Backpack, an organization that feeds poverty-stricken elementary school children; McCarthy’s is Generation Rescue, a nonprofit organization dedicated to the recovery of children with autism; Brinkley’s is the Ellen P. Hermanson Foundation, which assists women and families who suffer from breast cancer; and Lakshmi’s is the Endometriosis Foundation of America, which assists women suffering from endometriosis.