Cole Haan
by Brian Lipton

American footwear and accessories brand Cole Haan is launching a new vintage-inspired sneaker this month, the GrandPrø Tennis. Utilizing the company’s proprietary Grand.ØS technology, the shoe boast an operating system designed to drastically reduce weight, mimic the foot’s natural flexibility, offer dynamic breathability and provide responsive cushioning for maximum comfort.

The men’s version comes in Black, Optic White, Silverfox, Woodbury Handstain and Blazer Blue Handstain, and retails from $130-$150. (A women’s version, which comes in a different variety of colorways, retails for the same price.)

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Coinciding with the launch, Cole Haan is releasing a multi-channel campaign, entitled Lighten Up Your Game. The campaign imagery features weight comparisons with the GrandPrø Tennis Shoe versus a variety of fun items, including a bloody mary (with or without booze), tennis balls, a model airplane, a small coffee and even baby chicks.

“There’s one thing we want to convey about this product: try it on. It is shockingly light in weight and remarkable in cushioning and comfort.” said David Maddocks, Cole Haan’s chief marketing officer and general manager of business development. “This sneaker will blow your mind.”