Frank About Women, a marketing-to-women consultancy, has secured marketing communications duties for Ryka, a division of American Sporting Goods. Frank About Women will develop the company's launch campaign highlighting Kelly Ripa, the new spokesperson for the brand's footwear and sporting apparel. The campaign will include print and online advertising, integration into the Ryka Web site experience, in-store collateral and launch events.
“The Frank About Women team blew us away with their insights into the varying, multi-dimensional worlds of today's women,” said Katie Clifford, marketing manager for Ryka. “They brought great ideas to the table on ways to cultivate relationships with our key consumers and integrate our products into their busy lives. Out of all the marketing agencies we spoke with about the campaign, they were the only group who undeniably hit the mark on all fronts.”
Ryka recently announced it has entered a three-year partnership with Ripa to serve as Ryka's official spokesperson and to co-design a footwear and apparel collection of active and lifestyle products. Frank About Women will leverage the partnership as a major part of its campaign to bring to life the “race” women live out each day and the real-life moments to which all women can relate.
“We couldn't be more pleased to be working with a company that puts women first,” said Siobhan Olson with Frank About Women. “Our expertise in the new female reality, matched with Ryka's passion for women's health and well-being, will help us create a campaign that resonates with women who demand high-performance products that fit into their everyday realities.”
