New Balance has partnered with former supermodel Heidi Klum to create an activewear collection designed exclusively for Amazon. The line aimed at the “modern women on-the-go” will be called Heidi Klum for New Balance.
“Busy women, like me, have changed their way of shopping. We now shop online,” said Klum. “I'm proud to announce that I have designed a line of active wear for New Balance that will be sold exclusively on Amazon. I could not think of an easier way to shop than from my bed on my laptop! Our lives as mothers, wives, working women have become so much more than ever before. Whether we are dropping the kids off at school, going out with friends, running errands, running to meetings or swinging by your favorite coffee shop in the morning, we all have one thing in common – we want to be stylish, comfortable and hip!”
Klum for New Balance will include haute tunics, knits, woven tops, leggings and outerwear pieces. The line will retail from $32-168 and will be available in the United States, United Kingdom, Germany & Japan beginning October 7th 2010 exclusively on Amazon.
“Heidi Klum for New Balance combines New Balance's expertise in fit and form with Heidi's commitment to sophisticated style to create a versatile collection for women that is both everyday wearable and luxurious,” said Kerry Kligerman, executive vice president of apparel for New Balance.
This partnership reflects global athletic and lifestyle leader New Balance's commitment to delivering innovative and fashion-forward apparel that meets the needs and desires of women in motion.
“Like so many of our customers, Heidi is a busy mom who cares about fashion and ease in equal measure. The line is amazing – gorgeous fabrics, incredibly styled – and we're thrilled to be launching it in the Amazon Clothing Store,” said Cathy Beaudoin, vice president, apparel at Amazon.
Amazon said it continues to grow as a fashion destination offering an easy and engaging shopping experience, an expanded selection of premium brands and an elevated, editorial point of view with the great prices customers have come to expect. The Heidi Klum for New Balance collection will be showcased in its own boutique on the website.
An ad campaign for Heidi Klum for New Balance was shot by famed photographer Rankin, with Jan Dikkers, Amazon Clothing's creative director. The multifaceted campaign will include an integrated viral component and
print ads that will run in national publications beginning in November.
“I am all about action and so is my line for New Balance; so for our first campaign, I envisioned myself on the trampoline – a fun symbol of energy and activity,” says Klum. “We have one in our backyard and my kids love it, so I spend a lot of time on it myself!”
