Easy Spirit Pumps Up Marketing

Easy Spirit, a division of The Jones Group Inc., unveils a new regional campaign introducing the newest addition to its Anti-Gravity collection, the Parnella pump. The collection kicked-off with the launch of an online campaign, in-store signage and flash mobbers who danced in the streets of New York City to "Pump up the Jam," wearing the Parnella pump.

 

Easy Spirit's Anti-Gravity collection features a technology that contains millions of nitrogen-filled micro-bubbles that provide cushioning and help make the shoe lightweight. An expanded Anti-Gravity collection debuted in 2010 and includes styles from several product categories, including: athletic, dress, casuals and boots.

 

"A classic pump is a must-have in every woman's closet - especially this Fall. The new Parnella pumps and the 'Looks Like A Pump, Feels Like A Sneaker' campaign capture the essence of the heritage commercial Easy Spirit is most known for - women playing basketball in pumps," says Amy Rapawy, senior vice president, Marketing, Easy Spirit.