Airwalk Launches First-of-Its Kind "Doing Your Part" Charity Program
BRAND GIVES ITS COMMUNITY $10,000 TO DONATE TO CHARITY
(ENGLEWOOD, CO) Nov. 4, 2009 – Airwalk, the Colorado-based leading global youth lifestyle brand, is partnering with its community to donate $10,000 to charity, one click at a time. On November 2nd, Airwalk officially launched ‘Airwalk Doing Your Part,’ a first-ever program where the brand will donate $1 on behalf of consumers to one of two pre-selected charities. Consumers can participate by simply submitting their e-mail address at www.airwalk.com/doingyourpart, a microsite dedicated solely to the project, and Airwalk will donate $1 in their name to their selected charity. No prior purchase is necessary.
The two beneficiaries of the Airwalk Doing Your Part program are Music for Relief and The Surfrider Foundation. Music for Relief provides aid to victims of natural disasters and proactive preventative measures for certain natural disasters. Since its inception, Music for Relief has raised $3 million for those affected by disasters such as Hurricane Katrina and the 2005 tsunami that devastated much of Southeast Asia. The Surfrider Foundation works to protect oceans and coastlines worldwide using research, activism and education. The organization started in Southern California in 1984, but has since expanded globally to include 50,000 members and 90 chapters.
“These charities and their causes are something we really care about as a brand, and this program is designed to offer our brand followers and consumers the opportunity to get involved as well,” said Eric Dreyer, Vice President of Brand Management at Collective Licensing International. “We wanted to involve our younger consumers, who are eager to give back but may be unsure, or don’t have the resources to go about it. ‘Doing Your Part’ is a simple, yet meaningful way for Airwalk and its fans to help raise awareness and money for two important causes through this new online community developed at www.airwalk.com/doingyourpart.”
The ‘Doing Your Part’ site will remain active until the initiative has reached its $10,000 goal. Airwalk will make donations to both charities in the names of all of our participating consumers. The effort will be supported by social networking efforts via Airwalk’s MySpace and Facebook pages.
For more information on Music for Relief please visit www.musicforrelief.org.
For more information on Surfrider please visit www.surfrider.org.
About Collective Licensing International
Collective Licensing International, a unit of Collective Brands, Inc. (NYSE:PSS), was formed in January 2004 and is the owner and/or license operator of the Airwalk®, Vision Street Wear®, Sims®, Lamar® and LTD®, World Snowboarding Championships™, Sugarboards®, Carve®, genetic®, Dukes™, Rage®, Ultra-Wheels®, Hind®, Spot Bilt® and Skate Attack® brands. Collective Licensing International is based in Englewood, Colorado.
Collective Brands, Inc.
Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its more than 4,500-store retail chain, with its brands Airwalk®, Dexter®, Champion® and designer collections Lela Rose for Payless, alice + olivia for Payless and Christian Siriano for Payless, among others; Collective Brands Performance + Lifestyle Group, focused on lifestyle and performance branded footwear sold primarily through wholesale and retail, with brands including Stride Rite®, Keds®, Sperry Top-Sider®, and Saucony®; and Collective Licensing International, the brand development, management and global licensing unit, with such youth lifestyle brands as Airwalk®, Vision Street Wear®, Sims®, Lamar® and LTD®. Information about, and links for shopping on, each of the Collective Brand’s units can be found at www.collectivebrands.com.
Media Contact: Turner PR: 212-889-1700 Lori Slosek/ Lori@Turnerpr.com Sarah LaRosa/ Sarah@Turnerpr.com