FORT LEE, NJ: In an effort to diversify its brands and drive sales, Wicked Fashions tapped professional skateboarder Ryan Sheckler for its first celebrity clothing line. The RS By Sheckler will launch in July, and the company is working with AOR Think PR to plan a variety of back-to-school initiatives targeting 12 to 19-year-old boys, including a viral effort and media outreach.
“In the mid-tier, which is where we specialize, we found a void in action sports,” said David Strumeier, SVP of marketing, licensing, and new business development at Wicked. “We decided to pursue a recognizable action sports athlete.”
Sheckler will promote the line via personal appearances at events, and actively participate on social networking sites, including Facebook and Twitter. Strumeier noted that the skateboarder said he “wanted to be actively involved with all aspects of PR.”
The team is planning New York and LA launch events in May and June, and reaching out to national consumer publications for coverage in back-to-school issues.
The team also partnered with retailer JCPenney to announce the launch and promote a viral back-to-school contest called “Hang with Ryan” on social networking platform Brickfish.
Wicked would not disclose information about the budget. Strumeier, however, noted, “Now that we've diversified into a ‘suburban brand' that will appeal to a broad audience, we feel we can drive it upwards of 100 million in sales in a short time.”
Wicked's other brands include Southpole, WhiteTag, and A.Prodigee.
Marketing initiatives for the new line also include a billboard in Times Square, print advertising, and in-store promotions.