Puma signs up Girls Aloud star to endorse new trainer
By John Reynolds, marketingmagazine.co.uk, Wednesday, 05 January 2011 02:43PM
Puma has signed up Girls Aloud singer Kimberley Walsh to front a campaign for its new toning footwear range called BodyTrain.
Walsh appears in a six-month press campaign, beginning this month, showcasing the £70 trainer, which will be initially sold in Next and JD Sports.
The press ads were created in-house and media buying is handled by ZenithOptimedia.
They will run in national newspapers, including the Daily Star and the Sunday Mirror, as well as in magazines such as Health & Fitness and Heat.
Puma claims BodyTrain has toning benefits which offer wearers "better legs, tighter curves and thigh"’.
It is the German footwear brand’s first move into the toning trainer market, in which rival Reebok already has its EasyTone line out.
Reebok last year backed EasyTone with an eye-catching billboard ad featuring Kelly Brook but was later told by the Advertising Standards Authority not to repeat a different TV campaign, after the ASA ruled Reebok had provided insufficient evidence to back its claim Easytone trainers "toned people's legs and bum more than regular trainers".
This article was first published on marketingmagazine.co.uk