Kenneth Cole Productions Inc. is re-launching and celebrating the 25th anniversary of its brand with a series of videos featuring “bold, unexpected people of substance” on the home page of its e-commerce site, KennethCole.com. The campaign shows people who live their lives in a non-conventional way, either by choice or circumstance.
The campaign, “We all Walk in Different Shoes,” takes a different tack than the retailer’s previous campaigns, which typically feature celebrities sporting the company’s clothing, footwear and handbags.
Individuals featured in the videos include Aimee Mullins, paralympic athlete, actor and president of the Women’s Sports Foundation; Theo Kogan, singer, actor, entrepreneur and feminist; Sonny Caberwahl, practicing Sikh and entrepreneur; Dror Shaul and Hany Abu-Assad, Israeli and Palestinian film directors and friends; Delmon Dunston, quadriplegic rugby player; Channing Moss, a U.S. soldier wounded in Afghanistan; Joanna and Nicoletta Tessler, a gay married couple, with their daughter; Regan Hofmann, the HIV-positive editor-in-chief of Poz magazine; and Sonia, an undocumented immigrant and mother.
“We’re putting the focus on others, like Kenneth, who have lived their lives outside the norm to show how important it is to give those that are different a voice,” says Kyle Andres, senior vice president of marketing.
Kenneth Cole, No. 332 in the Internet Retailer Top 500 Guide, also will be highlighting its new line of men’s apparel as well as shoes, bags and accessories as part of the campaign.
Kenneth Cole is known for using advertising to create public awareness of issues such as AIDS, homelessness, gun safety and women’s rights. The current online initiative will be supported by a print campaign that will run in March issues of national magazines, including Vogue, Vanity Fair, Lucky, GQ and Men’s Health.