The sneaker collection, called The Warm Up, follows the successful launch of Simpson’s athleisure apparel, which debuted in December. Both are designed to go from gym to street, however, the footwear line focuses on technical attributes like lightweight, flexible constructions, breathable linings, mesh, custom knits and a sock-like fit. Sneakers are given the Simpson treatment with modern, feminine designs that are in line with the apparel.
“Being able to create active apparel and sneaker styles that work both at the gym and on the go, fits well for my lifestyle and my collection,” Simpson said in a statement. “It’s all about working out and wearing out for women these days; we deserve to feel sporty, stylish and comfortable.”
The brand is launching a multimedia campaign to promote the footwear and apparel collection, including a video with special new music and lyrics co-written by Simpson and Grammy nominated singer-songwriter and producer Linda Perry.
“For the launch of active footwear, we felt it was important to create content that connects to our customer the way they consume media. Fashion, film or music—she brings the same passion, so she felt it was important that she create original music as the soundtrack,” said Jameel Spencer, president of the fashion division at Sequential.
The Warm Up campaign will launch across multiple digital platforms and outdoor advertising will run in New York and Los Angeles.