BEVERLY HILLS, CA, January 22, 2009 - Content and marketing eGency SLAM is getting a lift from a vlogger who goes by the name LA Sneaker Girl...and who tends to wear next-to-nothing in her videos. That's good news for YouTubers (this sneaker girl is easy on the eyes), and for the newly relaunched LA Gear: the vlogger, whose name is Kamila Kalish, only wears LA Gear sneakers.
"We met Kamila last year, in Las Vegas, at (trade show) WSA," recalled SLAM Partner/CEO Isack Fadlon, also a co-owner of top indie retailer Sportie LA. "She was such a cool person, funny and bright, and we invited her and her mom to a Sneak Peek party for LA Gear." Sportie LA and brand-owner ACI teamed up on the relaunch, reviving many of the brand's signature styles from the 1989-90 Unstoppable line, while updating some colors and materials. "There was a classic jacket her mom loved and then we sent her some shoes for herself and her boyfriend. She wasn't a vlogger at the time - if she had been, we'd have sent flowers too!"
A little good will goes a long way, and while "LA Sneaker Girl" doesn't usually talk about her footwear (actually, she was barefoot in her first video), or mention the brand by name, her latest posting centers on an altercation between Kamila and her boyfriend, who takes exception to her immodesty, and her appropriation of his Star Shooter Hi's, which she's endowed with pink ribbon.
SLAM, which is exclusively handling all marketing for the LA Gear relaunch, has picked up on Kalish's videos and posted them on its LA Gear blog, LAGearNews.com. Fadlon was especially impressed with her use of split-screen. "YouTube videos have become increasingly sophisticated, and while it's not easy to pull off something like this, if anyone can get stuff done, it's Kamila," he said.
SLAM has engaged in a slew of marketing efforts for the LA Gear relaunch, from web videos, to billboards, even a custom Mini that makes appearances at LA sports events (most recently, at Staples Center, for the LA Lakers' face-off against the Cleveland Cavaliers). Sales have exceeded all expectations, and a new round of product is expected mid-summer; among the new styles will be a revival of the beloved and much-anticipated LA Gear Lights.
"The great thing about the Kamila story is that we have always envisioned SLAM as a "grass roots eGency, connecting with people," Fadlon concluded. "Here, we connected with one person, and it all took off from there."
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