Jessica Simpson has revealed a new video ad ahead of the release of her performance-footwear collection this fall. Simpson’s activewear line, The Warm Up, in partnership with Sequential Brands, became available in December 2015.
Footwear News got a preview of the new collection in January — sneakers are done in bright colors and bold prints and are designed to be worn from the gym to the street. The line will retail from $69 to $89.
The video is just one part of the campaign, which was shot by photographer and director Anthony Mandler and will appear across digital platforms as well as outdoor advertising in New York and Los Angeles. Simpson co-wrote original music for the campaign with singer-songwriter Linda Perry.
“For the launch of active footwear, we felt it was important to create content that connects to our customer the way they consume media,” said Jameel Spencer, president of the fashion division at Sequential. “Jessica has been at the center of so many incredible campaigns over the years, and as we move the brand forward, we hope to translate that energy into multiple mediums. Fashion, film or music — she brings the same passion, so she felt it was important that she create original music as the soundtrack.”
“I don’t always have time to do a quick change from a workout to playing with my kids to going out to lunch or approval meetings, so being able to create active apparel and sneaker styles that work both at the gym and on the go fits well for my lifestyle and my collection,” said Simpson.