Footwear Insight

6 • Footwear Insight ~ July/August 2024 footwearinsight.com W ide Open, the wide-width sock brand created by the team behind Darn Tough, has launched a "Sock Service" pilot program at four Red Lion Hotels, Inns & Suites properties this summer. e service offers the hotel's loyalty program members complimentary socks, with a choice from a variety of the Wide Open brand's men's and women's styles, which are all designed to fit those with wider feet, ankles, and calves. Noted Carmen Craig, brand marketing manager at Wide Open, "Wide Open embraces that bodies come in all shapes and sizes and through this partnership, we can redefine comfort on the road." As part of their partnership, Red Lion and Wide Open also hosted a co-branded giveaway on Instagram, with one winner receiving travel pass points equivalent to a 3-night stay at a Red Lion Hotels, Inns & Suites, as well as a "lifetime supply" of Wide Open socks. n S wiss performance brand On has inked a multi-year partnership with actress Zendaya. The brand will feature the star in creative campaigns and will work with Zendaya on future product collabs. In June, On kicked off the partnership with the release of a campaign called Dream Together. In a short "film," with a track as the stage, Zendaya opens a conversation about how "movement can bring people together." e brand also released a clip featuring tennis legend and On backer Roger Federer with Zendaya facing off on the tennis court, taglined "Dream On." David Allemann, On's co-founder, stated, "We can't think of a better partner to help us grow, evolve and connect with people around the world than Zendaya." Going forward, the exec says, On is "eager to bring in new and distinctive voices alongside Zendaya to continue our mission to dream together." n Wide Open's 'Sock Service' On + Zendaya PARTNERSHIP MARKETING THE FOOTWEAR EYE Wide Open socks. Zendaya outfitted in On.

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