Based on the success of its current North American marketing campaign featuring Mischa Barton, the Keds Corporation 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.
