Cole Haan is featuring tennis star Maria Sharapova in its new spring ad campaign, marking the first time the Nike fashion subsidiary has used a Nike athlete as its face.
The campaign for Cole Haan’s 2009 sporting collection will debut the week of Feb. 9 in the March issue of Condé Nast’s Vanity Fair magazine.
"We are able to leverage her interest in fashion and sport, while connecting with our consumer in a new and unique way,” said Cole Haan CMO Michael Capiraso.
Ads will appear in subsequent issues of Condé Nast’s Vogue and Lucky, Hearst Magazines’ Harper’s Bazaar, Time Inc.’s InStyle and American Express Publishing’s Travel + Leisure.
A catalog of the collection will be polybagged and included with the April issue of Hachette Filipacchi Media’s Elle, which is the first time Cole Haan has included a catalog with a magazine.
The campaign also will have a presence on NYTimes.com, NYmag.com and Style.com. Out-of-home executions include billboards and phone kiosks in New York and on buses and bus shelters in South Florida.
Fashion photographer Martyn Thompson shot the campaign. Assouline is the creative agency.
Cole Haan’s U.S. ad spending totaled $12.4 million through November 2008 (not including online), up slightly from $12.1 million in 2007, per Nielsen Monitor-Plus.