NEW YORK, April 23 /PRNewswire-FirstCall/ -- Iconix Brand Group, Inc.
(Nasdaq: ICON) (the "Company") announced today that Rumer Willis, Kristin
Cavallari, Christina Milian, Josie Maran, Pete Wentz, Corbin Bleu and Wilmer
Valderrama will star in the print, radio and online marketing campaign for the
Company's junior and young men's brand, Op(R), that will debut this May. The
campaign will surround Wal-Mart's spring/summer launch of Op. As previously
announced, Iconix signed a direct to retail licensing agreement for Op with
Wal-Mart Stores, Inc.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080423/NYW029 )
The television, movie and music personalities will represent the brand as
it launches this spring exclusively at select Wal-Mart stores and walmart.com.
The concept of the campaign is "OPen Road" and celebrates Op's historical open
road California lifestyle, which the brand has represented since the original
launch in 1972. The campaign will continue to follow the Op cast as they head
into fall with a back to school campaign that will debut in August.
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.
Rumer Willis stated, "When you think of LA and the classic surfer beach
vibe, you think of Op. The Op collection does a great job representing that
Pete Wentz stated, "Everyone can wear Op and its cool. Fashion should
make you comfortable and that is what Op does."
The campaign was shot at the Will Rogers State Park beach in Pacific
Palisades, CA and Blue Cloud Ranch in Santa Clarita, CA by photographer, Larry
Bartholomew, noted for his easy, and relaxed shooting style.
Dari Marder, Chief Marketing Officer, Iconix Brand Group, Inc., commented,
"The variety of stars we worked with in the campaign represents how broad the
reach of Op really is. It's a complete, casual lifestyle brand of clothing,
footwear and accessories and everyone can wear it in their own way. The
campaign simply follows this group of friends in a candid manner, as they
enjoy the weekend -- California style."
In addition to the campaign, the celebrities will host a launch party in
California later this spring and make personal appearances on behalf of the
About Iconix Brand Group, Inc.
Iconix Brand Group Inc. (Nasdaq: ICON) owns, licenses and markets a
growing portfolio of consumer brands including CANDIE'S (R), BONGO (R),
BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R),
MOSSIMO (R) OCEAN PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON (R), ROYAL
VELVET (R), FIELDCREST (R), CHARISMA (R) and STARTER (R). The Company
licenses it brands to a network of leading retailers and manufacturers that
touch every major segment of retail distribution from the luxury market to the
mass market in both the U.S. and around the world. Iconix, through its
in-house advertising, promotion and public relations agency, markets its
brands to continually drive greater consumer awareness and equity.
Director of Public Relations
SOURCE Iconix Brand Group, Inc.
/CONTACT: Maria Dolgetta, Director of Public Relations of Iconix Brand
Group, Inc., +1-212-819-2084, email@example.com/
/Web site: http://iconixbrand.com