Ryka Selects Mullen Division

BOSTON Mullen’s Frank About Women unit has added marketing communications chores for performance fitness products firm Ryka.

The consultancy will develop the company’s launch campaign highlighting Kelly Ripa, the new face of the brand’s footwear and sports apparel. The campaign will include print and online advertising, integration into the Ryka Web site, in-store collateral and launch events. Spending was not disclosed.

“The Frank About Women team blew us away with their insights into the varying, multi-dimensional worlds of today’s women,” said Katie Clifford, marketing manager for Ryka, in a statement. “They brought great ideas to the table on ways to cultivate relationships with our key consumers and integrate our products into their busy lives.”

Frank About Women is based in the Winston-Salem, N.C., office of Interpublic Group’s Mullen, which is headquartered in Wenham, Mass.

Ryka has inked a three-year deal with Ripa; she is starring in ads as well as co-designing a branded apparel line.

Rather than focus on athletic achievement, the agency’s creative approach will feature Ryka’s gear as part of the “race” women live out each day.