Easy Spirit, a division of The Jones Group Inc. (NYSE: JNY), announced today that it has unveiled a regional campaign that celebrates the heritage of the Easy Spirit brand by helping women live their lives in comfort. As part of the campaign, the brand recently unveiled 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 superior 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.
“One of our goals for the Anti-Gravity technology was to find a way to incorporate it into dress styles to create not only the ultimate comfort pump, but a comfortable pump that looks great, and we think we succeeded. The flash mobs were a fun way to create excitement around the Parnella pump, while giving a nod to our heritage, and inspiring women to come into our stores to experience our many comfort and style-driven footwear solutions, like Anti-Gravity,” says Mark DeZao, Executive Vice President, Easy Spirit.
Founded over 20 years ago and inspired by watching women carrying their pumps to work during the New York City 80s transit strike, Easy Spirit is committed to creating solutions to help women live their lives in comfort. Learn more about Easy Spirit at www.easyspirit.com.
Learn more about the Jones Group by reading more Jones Apparel Group news.