MANHATTAN BEACH, CA: Skechers hired Coyne PR as its AOR for its performance footwear portfolio, including Shape-ups and walking and running shoes, effective June 1. The agency will handle media and blogger outreach and collaborate with the company's creative agencies on digital initiatives, explained Coyne CEO Tom Coyne.
“One of the biggest parts of their story now is in the toning category,” said Coyne. “We're continuing to help them communicate their leadership position.”
The brand had issued an RFP to a number of agencies, including Coyne, in late 2009. Weber Shandwick worked on the account between January and May.
"After our own review, we decided this business wasn't the right fit for us and resigned the business," said Jennifer Norton, VP of corporate communications at Weber Shandwick. "We wish them well."
The company reconnected with Coyne in May, but did not issue another formal RFP, Coyne confirmed.
Skechers declined to comment for this story.
The team is currently working on a July launch campaign for the brand's new Shape-ups SRR Resistance Runner. Though Coyne would not yet discuss the effort in detail, he said the agency will reach out to “serious running media” and influencers, targeting athletes and consumers on a national level.
The agency will also work with Skechers spokespeople Joe Montana and Denise Austin to activate PR programs and product launches throughout 2010.