A brand backed by the Adidas Group in the US has confirmed plans to roll out a targeted initiative on Australian shores.
The local arm of US-based brand The Rockport Company has confirmed it will engage in a local marketing push from this month to spruik its latest footwear range.
The initiative, managed by Australian owner True Alliance, will see six stores nationally participate in 'The Lightness Challenge' to promote the men’s Business Lite collection locally.
The men’s Business Lite range, a selection of fine leather shoes, has been engineered with Adidas technology – AdiPrene, a hybrid of Eva and rubber-like material, and is pledged to be the lightest dress shoes in the business.
'The Lightness Challenge', held across participating Rockport stores in Sydney, Melbourne and Brisbane, invites consumers to bring in their men’s dress shoes to weigh in against the range.
Over April and May, stores will test each shoe put forward with participants given a 20 per cent off voucher should their shoe weigh more than a Business Lite of the same size.
Confident in their claim, the brand will also deliver a complimentary pair of Rockport shoes to the owner of any competitor dress footwear lighter than a Business Lite.
The autumn/winter 2013 range features key Business Lite styles including the Moctoe, Plaintoe and Wingtip. Product throughout the collection is priced from $169.95 to $349.95.
'The Lightness Challenge' also precedes a raft of international marketing initiatives in the pipeline for Rockport as it moves to snatch up more market share on a global scale.
The company also confirmed that, following a successful autumn/winter 2013 season of ambassadorship, model Erin Wasson has also been signed on for the brand's spring/summer 2013 campaign. Wasson will appear in all campaign imagery, including advertorial features.