nike begins cole haan push with masha



sharapova-cole-haan

That partnership between Cole Haan and Maria Sharapova announced on the eve of the 2008 U.S. Open is finally sprouting: the company’s spring ad campaign will feature Maria, marking the first time a Nike fashion subsidiary has used a Nike athlete for advertising.

The campaign, shot by Martyn Thompson for Assouline, will make its first appearance next week in Vanity Fair, and will also make cameos in other Conde Nast titles (Vogue, Lucky), plus Harper’s Bazaar, InStyle, and Travel + Leisure.

The April issue of Elle will come with a catalog of the collection.

The collection has 40 styles for women and 30 for men: ballet-style Mary Janes, elevated wedges and sandals in fuschia, orange, and cobra for women and boat shoes and lace-ups for men in bold and neutral shades — all ranging in price from $115 to $200.

Innovations include Flywire, a weaving technology first seen at the Beijing Summer Olympics that creates strong but lightweight shoes, and their handbags will go the “green route” by using Bionic Yarn, a textile spun from recycled glass and plastics.

Per a WSJ blog, Masha will also add “design consultant” to her Cole Haan duties this coming fall.

(via Brandweek and WSJ.com; image from brandweek.com)

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