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. The typical Ryka consumer "works out to stay in shape, maintain or lose weight, relieve stress, maybe even train for an event. She's 30-55 years of age. And she's competitive against herself not others. We set these parameters to separate her in our minds from the obsessive, competitive, tough-as-nails, must-work-out-every-single-day ... type of woman that other companies focus on."
Ryka in Maynard, Mass., spends approximately $500,000 annually on ads. The new work will appear through the fall in lifestyle titles such as Cooking Light and Real Simple.
Bill Drew served as creative director; Mark Hohenschau wrote the copy; Jennifer Robinson handled art direction.