Web-based fashion brand hires Rogers & Cowan

STUDIO CITY, CA: Teen fashion brand Pretty Tough has hired Rogers & Cowan to build name recognition among young female athletes.

STUDIO CITY, CA: Teen fashion brand Pretty Tough has hired Rogers & Cowan to build name recognition among young female athletes.

R&C will promote the sports-inspired clothes and personal care lines ahead of an aggressive rollout later this year, according to Ann Peterson, agency EVP.

Pretty Tough products are currently sold only on the web.

R&C is still developing details of the campaign, which will likely include event and online marketing, as well as sponsorship of teen sporting events, Peterson said.

Pretty Tough is also looking for celebrity spokespeople.

"We're probably going to be working with female sports icons," Peterson said. "This is a very aspirational brand."

Pretty Tough is hoping to appeal to girls who play sports but still want to buy clothes and beauty products that are feminine.

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