Iconix Brand Group, the new owners of the Op brand, announced this morning they are launching a new ad campaign to support the brand’s spring/summer debut at Wal-Mart, which will carry the brand exclusively.
The campaign will feature “celebrities” such as Rumer Willis, Kristin Cavallari, Christina Milian, Josie Maran, Pete Wentz, Corbin Bleu and Wilmer Valderrama. The ads will run in print and on radio and online beginning in May.
This is how the campaign is described in the press release:
“The campaign has a classic Op feel with the celebrities hanging out at the beach, at a ghost-town ranch and hitting the “OPen Road” in a vintage VW bus. Bringing back Op’s signature heritage pieces from the 70s, but with a younger, hipper flair, the seven celebrities showcase the collection in a variety of upbeat, light-hearted scenes. They form a human pyramid, ride bikes and skateboards and play in the surf. The on-set chemistry was infectious and all relished in their roles as California kids on a road trip, even riding in one trailer from set to set.”
Wal Mart is not the only mass retailers to carry an action sports brand. Shaun White and Target are teaming up on a new line as well. See the links above left for more details.
