Powered by adidas, Rockport Canada Gets Guys To Be Detailed with the Launch of Their Stylish New Collection



    Two Iconic lifestyle Brands collaborate with the Launch of Experiential
    Campaign

    TORONTO, Sept. 25 /CNW/ - Today, Rockport Canada launches its BE DETAILED
campaign as part of its strategy to introduce its most ambitious footwear
collection to date - Rockport with adidas TORSION(R) Technology. Building on
the company's legacy of innovation, the new collection utilizes advanced
technology originally engineered for athletic footwear. Rockport with adidas
TORSION, marks an evolution in the footwear industry and partners two leading
global brands - adidas and Rockport.
    'You can tell a lot about a man by the girl on his arm; the car that he
drives; and the shoes on his feet...It's all in the details.' The Be Detailed
campaign targets men 30 years of age and older and encourages them to think
about the finer details of life starting with their footwear and style. For
the next two weeks, the campaign will see 70 semi-naked mannequins in Montreal
and Toronto (smaller executions will exist in Vancouver, Calgary, and Ottawa)
situated in high traffic urban areas wearing nothing but black boxers, argyle
socks, matching ties, and Rockport Torsion shoes. The mannequins will be
accompanied by the Rockport Torsion Street Team handing out The Detailed Man's
Handbook and driving consumers to bedetailed.com to enter The Making of a
Detailed Man promotion. To further communicate the message, Be Detailed
shoeshine stations will be located in hot spots throughout the various cities
and will be supported by local radio promotions.
    "When it comes to fashion and style, the majority of men just don't 'get
it'. Most guys miss out on the details, and they need a little bit of help to
pull their look together," said Lesley Summers, Senior Brand Manager, Rockport
Canada. "The collaboration with adidas introduces the fusion of style and
technology. Through this campaign, Rockport Torsion will remind guys of the
need to be detailed."
    "We're thrilled to be able to bring fresh and exciting marketing to a new
Rockport consumer," said Mike Mulligan, Account Director for Segal
Communications. "This is a great opportunity for Rockport to shake up the
footwear industry with a fun, innovative, and engaging campaign to correspond
with their innovative and stylish footwear collection."
    The activation and promotional campaign was conceived and created by
Segal Communications.
    For the Rockport BeDetailed campaign website please visit:
www.bedetailed.com

    adidas TORSION Technology

    adidas TORSION technology is a dynamic ground adaptation system that
provides enhanced stability and helps reduce foot fatigue. It was first
launched by adidas in 1989 and has been used by top professional athletes
worldwide. Visible on the bottom of each style in the Rockport collection,
Torsion technology allows the shoe to closely mimic the natural twisting
movement of the foot in motion.
    Rockport has fused the stability and support of adidas Torsion technology
with its innovative Dynamic Suspension air cushioning system to improve the
in-shoe experience for the foot. Combined, the two technologies work in
conjunction to provide unsurpassed comfort with independent flexibility
between the front and rear foot.

    About Rockport

    The Rockport Company, LLC, a leading brand within the adidas Group
corporate portfolio, designs, distributes and markets lifestyle footwear,
apparel and accessories for men, women and children worldwide. The Rockport
Company, LLC is headquartered in Canton, Massachusetts. For more information,
visit www.rockport.com.

    About Segal

    Segal Communications, founded in 1994, is a leading full-service
experiential marketing agency based in Toronto. Its client roster includes
Virgin Mobile, The Bay, DreamWorks Consumer Products and Home Entertainment,
Sony PlayStation and Unilever Canada among others. SEGAL leads with its
through the line communication planning and its strong event-based philosophy
that allows companies direct and meaningful access to audiences. Segal
Communications is a member of the Draft family of agencies, which in turn is
part of the Interpublic Group of Companies (NYSE:   IPG). For more information,
visit www.segalcommunications.com.




For further information:

For further information: Carly Schur, Segal Communications for Rockport
Canada, (416) 775-2316, carly.schur@segalcommunications.com

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ROCKPORT CANADA

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