NEW YORK, April 23 /PRNewswire-FirstCall/ -- Iconix Brand Group, Inc.
(Nasdaq: ICON) (the "Company") announced today that Rumer Willis, Kristin
Cavallari, Christina Milian, Josie Maran, Pete Wentz, Corbin Bleu and
Wilmer Valderrama will star in the print, radio and online marketing
campaign for the Company's junior and young men's brand, Op(R), that will
debut this May. The campaign will surround Wal-Mart's spring/summer launch
of Op. As previously announced, Iconix signed a direct to retail licensing
agreement for Op with Wal-Mart Stores, Inc.
The television, movie and music personalities will represent the brand
as it launches this spring exclusively at select Wal-Mart stores and
walmart.com. The concept of the campaign is "OPen Road" and celebrates Op's
historical open road California lifestyle, which the brand has represented
since the original launch in 1972. The campaign will continue to follow the
Op cast as they head into fall with a back to school campaign that will
debut in August.
The campaign has a classic Op feel with the celebrities hanging out at
the beach, at a ghost-town ranch and hitting the "OPen Road" in a vintage
VW bus. Bringing back Op's signature heritage pieces from the 70s, but with
a younger, hipper flair, the seven celebrities showcase the collection in a
variety of upbeat, light-hearted scenes. They form a human pyramid, ride
bikes and skateboards and play in the surf. The on-set chemistry was
infectious and all relished in their roles as California kids on a road
trip, even riding in one trailer from set to set.
Rumer Willis stated, "When you think of LA and the classic surfer beach
vibe, you think of Op. The Op collection does a great job representing that
lifestyle."
Pete Wentz stated, "Everyone can wear Op and its cool. Fashion should
make you comfortable and that is what Op does."
The campaign was shot at the Will Rogers State Park beach in Pacific
Palisades, CA and Blue Cloud Ranch in Santa Clarita, CA by photographer,
Larry Bartholomew, noted for his easy, and relaxed shooting style.
Dari Marder, Chief Marketing Officer, Iconix Brand Group, Inc.,
commented, "The variety of stars we worked with in the campaign represents
how broad the reach of Op really is. It's a complete, casual lifestyle
brand of clothing, footwear and accessories and everyone can wear it in
their own way. The campaign simply follows this group of friends in a
candid manner, as they enjoy the weekend -- California style."
In addition to the campaign, the celebrities will host a launch party
in California later this spring and make personal appearances on behalf of
the brand.
New Pics~
Source:
http://www.op.com/
http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/04-23-2008/0004798555&EDATE=
Um...Clothes are cute for the most part....
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