Mischa Barton and Keds Expand and Extend Relationship; Mischa Will Be the Face of Keds Around the World
02 May 2005 - 11:00PM
Business Wire
Based on the success of its current North American marketing
campaign featuring Mischa Barton, the Keds Corporation, a
subsidiary of Stride Rite Corp., announced today that it has
extended its relationship with the brand spokesperson to include
international rights. The agreement, which was just inked, will
expand Barton's current role to be the spokesperson for Keds
worldwide, and extend the relationship for an additional year. The
brand has committed to a three-year contract with the actress from
2005 through 2007. As part of this agreement, Barton will appear in
the footwear company's print, television and outdoor advertising
campaigns, direct mail, in-store materials and online in North
America and around the world, as well as make personal appearances
domestically and abroad on behalf of the brand. According to Shawn
Neville, President of Keds Corporation, "We are thrilled to extend
and expand our successful relationship with Mischa through 2007 and
across all international markets. Mischa personifies the Keds brand
essence of authenticity, classic style, confidence and cool.
Together, the Keds team and Mischa will continue to create product
and marketing that reflect this essence and help Keds re-connect
with its rich heritage and become a leading active lifestyle brand
around the world." "Mischa Barton is known worldwide. Her classic
image transcends continents and resonates with the Keds' consumer
in all of our international markets. Our global distributors are
eager to introduce Mischa as the new face of Keds throughout the
world," said Chuck Redepenning, President, Stride Rite
International Corp. Nineteen-year-old Mischa Barton currently plays
the lead role of Marissa on the FOX-TV hit "The O.C." She will
begin filming "Decameron," a Dino de Laurentis film, in Rome, Italy
this summer, in which she has a lead role. In 1998 Barton made her
feature film debut in "Lawn Dogs" opposite Sam Rockwell. Her hailed
performance was followed by roles in such films as "The Sixth
Sense," "Notting Hill," and "Lost and Delirious" among others.
According to Barton, "Keds is a classic, cool brand that is known
throughout the world for its heritage and great style. I've enjoyed
working with their team and look forward to continuing the great
relationship we have built. We just finished shooting the next
campaign, which will be even cooler and more sophisticated, tapping
into the vintage element of the brand." The spring ad campaign was
launched in March 2005 and continues through May, appearing in
Vogue, Lucky, Jane, InStyle, Teen Vogue, Elle Girl, Marie Claire
and Interview magazines. Additionally, on-line media, mallboards
and outdoor ads were placed throughout the country. A
back-to-school and fall campaign breaking in July publications of
similar magnitude is planned. About The Keds Corp. The Keds Corp.
is a subsidiary of the Stride Rite Corp., a company that markets
the leading brand of high quality children's shoes in the United
States. Other footwear products for children and adults are
marketed by the Company under well-known brand names, including
Keds, Pro-Keds, Sperry Top-Sider, Tommy Hilfiger, Grasshoppers and
Munchkin. Information about the Company is available on website -
www.strideritecorp.com. Information about the Company's brands and
product lines is available at www.striderite.com, www.keds.com,
www.ProKeds.com, www.grasshoppers.com and www.sperrytopsider.com.
Safe Harbor Statement under the Private Securities Litigation
Reform Act of 1995: This announcement includes forward-looking
statements which reflect our current views with respect to the
future events or financial performance discussed in the release
based on management's beliefs and assumptions and information
currently available. When used, the words "believe", "anticipate",
"estimate", "project", "should", "expect", "appear" and similar
expressions, which do not relate solely to historical matters
identify forward-looking statements. Such statements are subject to
risks, uncertainties and assumptions and are not guarantees of
future events or performance, which may be affected by known and
unknown risks, trends and uncertainties. Should one or more of
these risks or uncertainties materialize, or should our assumptions
prove incorrect, actual results may vary materially from those
anticipated, projected or implied. Factors that may cause such a
variance include, among others: the opening of new stores may be
delayed; the volume of anticipated sales may decline; revenues from
new product lines may fall below expectations; the launch of new
product lines may be delayed; new retail concepts may not achieve
expected results; general retail sales trends may be below
expectations; current license agreements may be terminated;
consumer fashion trends may shift to footwear styling not currently
included in our product lines; our retail customers,including large
department stores, may consolidate or restructure operations
resulting in unexpected store closings; and additional factors
discussed from time to time in our filings with the Securities and
Exchange Commission. We expressly disclaim any responsibility to
update forward-looking statements.
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