Payless & Exeter to launch Tailwind footwear brand
24 Nov '06
3 min read
"Today's announcement is terrific news and is a step forward for Nike Inc's strategy for Exeter to develop multiple brands that deliver innovative products to distinct consumer groups," said Lee Bird, President of Nike Inc.
Subsidiaries, who leads new business development and long-term growth strategies for the company's Converse, Cole Haan, Hurley International, NIKE Bauer Hockey Inc, and Exeter Brands Group businesses.
As part of the partnership, Exeter and Payless will jointly market the Tailwind brand. Brandi Chastain, a key member of the much-loved 1999 USA World Cup-winning soccer team and 1996 U.S. Olympic soccer team, will be among the athletes featured in the Tailwind campaign.
"We are truly excited to work with a retailer like Payless, the nation's leading footwear retailer, in its mission to democratize innovation and design in the footwear and accessories category," said Lisa Kempa, President of Exeter. "This new Tailwind branded line is going to strike a positive chord with women consumers who want performance, innovation, style and fun at a great price."
The launch of the Tailwind brand is an important initiative in Payless' House of Brands business strategy to offer a range of brands in its stores. Tailwind joins Champion, Airwalk, Spalding, and Shaquille O'Neal endorsed Dunkman and the Dunkman Game Shoe lines -- all among the family footwear and accessory brands offered today at Payless stores and on website.
marketing@alchempro.com
