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Organic Breaks Back-to-School Tommy Push

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NEW YORK Tommy Hilfiger has teamed up with Nick.com for a back-to-school promotion touting its shoes for kids.

A series of ads, due to run for three months on the online property, asks, "Back to school already?" and then instructs, "Go back in style. Tommy Style. Tommy Kicks!" The ads, aimed at 6- to 12-year-olds, direct users to a micro-site, or footwear gallery.

The online campaign was designed by Omnicom Group's Organic in New York, which has worked for Tommy for four years on various efforts, including the redesign of Tommy.com and the creation of several mini-sites to support the brand's athletic sponsorships.

The micro-site contains all 35 shoes in the kids line from the Deuce sneaker for boys to the Shasha boot for girls. Kids can click on an arrow to peruse each style and see details on pricing, sizes and colors.

"We wanted to show Tommy in a way that was never shown before, be surprising in the sense that you would look at something different and young and fresh with the Tommy brand," said Justin Crawford, citing the texture, angles and motion that define the micro-site.

This is the first time Tommy has created a marketing push directly aimed at kids; past efforts for the fashion company's kids' apparel and shoes have targeted parents.

The footwear campaign will be followed by a December launch of an inaugural Web site for Tommy Kids, which in addition to the line will include online games and viral components. Until now, the kids line has resided only on Tommy.com.