KSV Launches Print for Ryka

BOSTON Kelliher Samets Volk targets active, adult women in a print push for Ryka that breaks in magazines this month. The effort stresses that Ryka footwear is designed to meet the unique needs of women.

One execution employs a large product shot and a smaller photo of three women. The headline reads, “A remarkable thing happens when women design athletic shoes for women. They fit.” The tagline: “Inspired by women for women.”

As for the target market, “we’re focused on a woman who we’ve said are ‘intermediately’ active,” said Cheryl Eaton, brand planning director at KSV in Burlington, Vt.