In partnership with Sequential Brands Group and Camuto Group, Jessica Simpson has launched a collection of performance footwear as part of her athleisure line, The Warm Up. The footwear line features modern, feminine designs and, in line with the apparel, touts a focus on technical attributes. The offering boasts lightweight, flexible constructions, breathable linings, mesh, custom knits and a sock-like fit designed to move with you to meet the needs of a multi-hyphenate lifestyle.
“I don’t always have time to do a quick change from a workout to playing with my kids to going out to lunch or approval meetings, so 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 says. “It’s all about working out and wearing out for women these days; we deserve to feel sporty, stylish and comfortable.”
“For the launch of active footwear, we felt it was important to create content that connects to our customer the way they consume media,” said Jameel Spencer, president of the fashion division at Sequential. “Jessica has been at the center of so many incredible campaigns over the years, and as we move the brand forward, we hope to translate that energy into multiple mediums. Fashion, film or music – she brings the same passion, so she felt it was important that she create original music as the soundtrack.”
The Warm Up campaign will launch across multiple digital platforms and outdoor advertising will run in New York and Los Angeles.