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POP LIFE: In reinventing ck one as a complete lifestyle, Calvin Klein Inc. is hoping to zero in on today’s youth — and now it’s found a partner to do just that in MTV.
Today, CKI disclosed that its ck one division inked a global partnership with Viacom International Media Networks. As part of the deal, ck one becomes an exclusive sponsor of MTV Push, the network’s global music talent search. With the arrangement, ck one will present several such live music events this spring in cities such as Berlin, London, Beijing and Mexico City, which will be filmed and made available for viewing on MTV sites as well as ckone.com. The brand is also serving as the exclusive MTV Push sponsor during Indie Music Month this entire month, and will present the Breaking Woodie award at the mtvU Woodie Awards on March 16.
“Given the authority and reach of the MTV brand and the MTV PUSH program artists, we feel that this multi-prong partnership will add an important element to our campaign while furthering the brand’s important connection with music,” CKI’s president and chief executive officer Tom Murry said.
At each MTV Push event, CKI will set up a ck one box to allow youngsters to be filmed in the ilk of the new Steven Meisel-directed ck one commercial. They can then upload the videos on ckone.com as well as other social networking sites.