MBT announced the opening of its newest concept shop – a first in the United States – in The Core by Footwear Etc., in Palo Alto, CA. In addition, MBT launched its first-ever national advertising campaign, appearing in the March issues of O, The Oprah Magazine and More magazine. As the brand celebrates its 15th anniversary, its 2011 marketing initiatives signal an increased investment in and renewed commitment to the U.S. marketplace and retail partners.
MBT's premiere U.S. shop-in-shop retail concept is located in Footwear Etc.'s newly opened store, The Core, in downtown Palo Alto. One of only a handful of brands represented in The Core, which opened on March 1st, MBT's shop-in-shop is situated in the front third of the store, including at the entrance and in the front window.
“Northern California is the ideal market for our first in-shop U.S. retail concept – people there place a high value on health and wellness, and their lifestyles demand footwear that can transition from day to night, work to play,” said MBT Global President and CEO Jan Stig Andersen. “When Footwear Etc., one of our most innovative and dedicated partners, came to us with this opportunity, let's just say all the pieces fell perfectly into place.”
“As the long-standing leader of footwear that promotes an active and healthy lifestyle, MBT is a natural fit for The Core,” said Elie Monarch, Footwear Etc. CEO.
Over the course of the first weekend in April, MBT will officially celebrate the grand opening of the concept shop with in-store consumer events and promotions, as well as kick off MBT's partnership with Education for All Children (EFAC), a New Hampshire-based nonprofit organization that provides secondary-school scholarships for underprivileged children in Kenya. Twenty percent of the children who benefit from EFAC are members of the Masai tribe – the inspiration for the MBT brand. Beginning with the grand opening weekend, a portion of proceeds from the sale of all MBTs at The Core will go directly to Education for All Children. Paying further homage to the Masai, consumers will enjoy handmade, one-of-a-kind gifts with purchase, made by a Masai women's cooperative.
Spring 2011 Advertising Campaign
To cement its commitment to the U.S. business, and to celebrate its 15th anniversary in the U.S., MBT has launched a national advertising campaign, with a full run of insertions in O, The Oprah Magazine and More magazine, running from March 2011 through December 2011. The campaign, titled 'MBT. Love the way they make you feel,' features confident women in aspirational settings and was directed by Germany-based advertising agency Kunde.
“More and O, The Oprah Magazine have loyal, discerning and engaged readerships singularly focused on the 40+ woman who wants to stay fit and is looking for high-quality goods to keep her strong and active, longer. This is precisely the MBT customer,” said David Ludd, MBT USA Director of Marketing.
