COLE HAAN ENLISTS NEW YORK CITY BALLET DANCERS TO LAUNCH NEW LINES
American lifestyle brand Cole Haan is teaming up with artists from New York City Ballet for its latest campaign, which debuts the GrandEvølution, GrandMøtion and next generation StudiøGrand collections. The brand’s new “Extraordinary Comes to Life” campaign features dancers from New York City Ballet – this time adding resident choreographer and soloist Justin Peck, and principal dancer Amar Ramasar, to the roster of long-time brand collaborators Sara Mearns, Megan Fairchild and Gretchen Smith. The brand partnership continues to emphasize the ballet’s unity of athleticism and artistry, as well as the commitment Cole Haan has to designing elegantly innovative footwear and accessories.
Peck choreographed each moment to capture the elegance and performance of the new Cole Haan dual-gender GrandEvølution collection, men’s GrandMøtion collection, and women’s StudiøGrand collection. “Every moment in ballet is equally about the moment before and the moment to come. A dancer does not merely kick their leg up or jump. They follow a storyline of movement that includes new heights of physicality and lengths of elegant motion,” said Peck. “These images are about representing that greater story within a single moment.”
Offering optimal movement, functionality and elegance, Cole Haan’s new GrandMøtion collection for men and StudiøGrand collection for women, are designed to support an active and multifaceted lifestyle, ideal for running from street-to-studio and everywhere in-between.
Reinvented from the inside out and offering next-level innovation, the new GrandEvølution footwear collection is a direct evolution from Cole Haan’s first Grand franchise, ØriginalGrand, adding traction and a modern look to the original outsole fluting. Performance and tradition are integrated in the sleek footwear, offering supreme comfort without sacrificing style.
“These extraordinary dancers are all about grit, grace and the unity of athleticism and elegance – qualities anyone can aspire to,” said David Maddocks, chief marketing officer and general manager of Business Development. “We built these collections with our proprietary Grand.ØS technology to move our customers throughout a packed day on their feet, in the world, and on the job.”