Last Thursday, Erica Iacono and I attended a New York City event to promote the launch of the Heidi Klum for New Balance product line, which will be sold exclusively on Amazon. The campaign, largely PR-driven, seems to stray from performance-enhancing positioning - a hot angle that always includes some jealousy - inducing tight butt visual (hello, Shape-ups). While performance-geared construction still resonates throughout the collection and campaign, explained Amy Dow, corporate communications manager for New Balance, this is largely about reaching moms through design and superwoman spokesperson Heidi Klum.
The company chose Klum because she has "accomplished so much," and is "well-known in the fashion world," she added. Translation - she's supermom and has ties to branding platform Project Runway, which the team leveraged in a design challenge tasking the contestants to create looks for the new line. We sat through a screening and chomped on Pop Chips at the event - an unforgettable evening, considering my love for both.