CEO MARK KLEIN CITES OUTFIT'S "INNOVATIVE APPROACH AND BROAD-BASED EXPERTISE"
NEW YORK/LOS ANGELES, March 15, 2007 - Skins Footwear has announced an alliance with SLAM (Sportie LA Media), the media marketing division of top indie retailer Sportie LA. SLAM provides nontraditional creative marketing promotion, advertising production and consulting for
select brands. Skins' first line of footwear officially comes to market the first week of April, and has already been generating a good deal of buzz in the industry.
Skins Footwear is a revolutionary two-part, footwear structure consisting of an outer collapsible "Skin" and an inner support section called the "Bone." The design allows consumers to purchase one inner Bone and numerous outer Skins, resulting in multiple style variations from one pair of shoes, with the same feel and fit no matter what Skin he or she wears.
"We've been very aggressive about our marketing and have assembled a team that spans the spectrum of industry expertise," said Skins Footwear CEO Mark Klein. "When our line was in development, we sat down with numerous retailers, and Sportie LA was obviously one of the key players whose input we sought." Klein went on to say that in meeting with the company's SLAM principals, he discovered a group that could offer "an innovative approach and broad-based expertise spanning Web marketing & promotion, branded content, and product development."
According Isack Fadlon, co-owner of Sportie LA, "Skins Footwear is everything that's creative and adventurous about our business. With regard to special marketing efforts undertaken by SLAM, that's exactly what we look for."
Since its inception late last year, SLAM has carried out Web-based initiatives for brands such as PF Flyers and Creative Recreation, and had a hand in live events for K-Swiss, Asics Onitsuka Tiger, and New Balance. Created by SLAM, the PF Flyers Sneaker Boutique has topped search engines and established itself as a powerful retail presence across the Web. For the campaign's viral component, SLAM created a two-minute video purporting to be a "lost casting tape" from Martin Scorsese's 1990 mob classic Goodfellas. That video has attained search term dominance and garnered a following on over 90 websites, including YouTube and Revver.
SLAM's first effort under the arrangement with Skins was a partnership for the brand with GenArt to host the March 5th closing night of the Museum of Contemporary Art's Skin Bones exhibit. Titled "Skin + Bones: Parallel Practices in Fashion and Architecture," it was the first comprehensive museum exhibition to examine the common methods, precepts and practices that are drawing fashion and architecture together, transforming the design of contemporary society. By all accounts, the closing night party at MOCA was a huge success, with several hundred LA influencers taking advantage of a specially designed, indoor-outdoor Skins Lounge, where they were treated to a peek at the Skins line including product demos, a video installation, music from DJ Jasepi, and on-site silkscreening of limited edition Skins tees created by Joaquin of Keen Design.
"Not only was this the perfect event for Skins," Klein said, "it was the perfect kickoff to a great year with SLAM."
For more information, contact:
Hesh Rephun
SLAM
Hesh@SportieLA.com