Nine West Group, a division of Jones Apparel Group, Inc. and New Balance announced that they have entered into an agreement to license, create and distribute a fashion-lifestyle footwear collection. Terms of the agreement were not disclosed.
Under the agreement, the initial collection will offer active lifestyle fashion footwear with performance technology, and will be available in a limited distribution nationwide and internationally for spring 2009. The
collection will be designed in partnership with Fred Allard, Nine West
Creative Director, and Savania Davies-Keiller and Roberto Crivello, New
Balance Creative Directors. Material, color and design direction will come from both parties in a true collaboration of talent.
Manufacturing and production for the collection will be split between the companies: New Balance will be responsible for the innovative material direction and insole technology while Nine West will be responsible for soft-tech styling and trend-right color. This effort will be supported by a integrated marketing campaign, including public relations, events, and a combination of digital and traditional media.
“We are very pleased to be partnering with New Balance,” said Wesley R. Card, Jones Apparel Group President and Chief Executive Officer. “Today’s announcement marks yet another significant step toward enhancing the appeal of our core brands and growing them. Nine West and New Balance are powerful brands with strong consumer appeal. Through this partnership, we will drive our respective brands further into the fast-growing fashion athletic footwear category.”
Rob DeMartini, Chief Executive Officer at New Balance, said, “Combining
New Balance’s leading performance technology including forward-thinking materials design, with Nine West’s fashion expertise is a win-win opportunity for both companies. Together, we will offer fashionable and functional products that reflect the quality, style, innovation and comfort our customers and retail partners have come to expect. We are excited about this venture with Nine West that will enhance our current lifestyle business within the women’s marketplace.”
Andrew Cohen, Chief Executive Officer, Footwear, Accessories and Retail of Jones Apparel Group, said, “We are proud to launch this lifestyle footwear line with New Balance, a brand that shares our passion for creative design and quality footwear. This collaboration brings together two longstanding, leading American brands in a unique partnership to combine performance, technology, fashion and comfort.”
