Skechers Gets into the MTV Grind, Aiming Sony Music Tie at Teens - Brief Article

Brandweek, Oct 25, 1999 by Becky Ebenkamp

To build sales in alt-channels, shoe brand Skechers is aligning with Sony Music Video's latest MTV Grind Workout tape for an integrated marketing program that cross promotes the partners on the program and in stores.

In Sony's seventh Grind title, to be released this month, all of the dancers and band C Note will be outfitted in Skechers, and a commercial for the shoes airs at the end of the video. On all 100,000 boxes of the first shipment, a sticker directs consumers to a coupon inside, good for 20% off shoes ordered at Skechers' e-commerce Web site or via its catalog. Buyers also get free shipping and a T-shirt.

In turn, an in-store element in next year's first quarter promotes the video, which stars boy band C Note leading a "Tai Funk Aerobics" workout. At 300-plus Journeys shoe stores nationwide, Skechers purchasers get a 10-minute phone card promoting C Note and the video along with a rebate offer on tape purchases.

Aside from leveraging a consumer that shares music/fashion lifestyle interests, the promo helps Skechers build interest for its ancillary direct shopping channels, said Melisa Wolfson, president of The Creative Couch, the L.A. promo shop that developed the program.

The alliance will be supported by POP, tags on Skechers' February print ads in books such as Teen and Teen People, and promotional pages on all partner Web sites.