Footwear Maker Casts ‘The O.C.’s Barton

NEW YORK Keds has signed a deal with actress Mischa Barton for upcoming marketing efforts. As part of the agreement, Barton will appear in national print and outdoor advertising campaigns, direct mail, point of purchase and online efforts. She will also make personal appearances on behalf of the Keds brand. Financial details were not released.

The move is part of the footwear company’s strategy to appeal to hip teens and young men and women. In July, the company signed a deal with Rocawear clothing and Roc-a-fella records, for the distribution of men’s, women’s and children’s footwear under the Pro Keds brand.

Independent Toth Brand Imaging in Concord, Mass., handles ads for Keds.

The 18-year-old actress stars on Fox’s The O.C. She also has deals with Aeropostale, a mall-based specialty retailer of casual clothing for young men and women, and Neutrogena.

“We’re thrilled to have Mischa on board. Her classic style and beauty are the perfect fit for the Keds brand,” Shawn Neville, president of Keds in Lexington, Mass., said in a statement. Keds is a subsidiary of Stride Rite.

—Brandweek staff report