Draftfcb, Kmart Bring Back Low-Cost NBA Shoes
Feb. 15, 2009: Kmart this weekend broke a multi-media marketing effort to support Protégé, an exclusive line of basketball shoes that sell for $34.99, which are worn and endorsed by Al Harrington of the New York Knicks. The campaign, "Meet My Protégé," via Draftfcb, Chicago, includes TV, Internet, in-game ads on "Guitar Hero" and "NBA Live." OOH includes subway trains, billboards and 100-foot banners on Madison Square Garden in New York. The spot first aired on TNT on Saturday night its NBA All-Star Weekend coverage. The line is also worn and endorsed by Steven Jackson of the Golden State Warriors, who formed Protege when both players were with the Warriors. The line follows in the footsteps of Stephon Marbury's Starburys, the line of $14.99 hoops shoes previously sold at now-defunct Steve & Barry's and now available at Amazon.com, and a $34.99 line of shoes endorsed by Shaquille O'Neal and sold at Payless. Protégé sports apparel is also exclusively at Kmart. Starbury's got a boost last month when rapper Bow Wow signed on to design his own line of clothing, which is scheduled to launch at retail later this year. Marbury, who is still on the Knicks roster but has not played this season, appears on the cover of the new issue of NV (New Visions in Business) Magazine, which will honor him and others at an event on Feb. 27 in New York.