SOURCE: Draftfcb


February 13, 2009 13:39 ET

Kmart and NBA Star Al Harrington Launch New Shoe and Apparel Line via "Meet My Protégé" Campaign From Draftfcb Chicago

CHICAGO, IL--(Marketwire - February 13, 2009) - Protege, the new line of basketball shoes and apparel created and worn by New York Knicks player Al Harrington, is now available exclusively at Kmart. The line will be introduced nationally this weekend via a new, fully integrated, multi-media campaign from Draftfcb Chicago. The high-quality, high-performance basketball shoe is only $34.99 for men and $27.99 for kids.

"We're excited to be launching a completely new footwear assortment, led by Protégé. We worked closely with Draftfcb to bring it to life, using a wide range of media to effectively reach our target audience in relevant and meaningful ways," said Mark Snyder, Chief Marketing Officer at Kmart.

The launch effort, called "Meet My Protégé," includes TV, out-of-home, online, mobile initiatives and dynamically inserted in-game ads on "Guitar Hero" and "NBA Live." The campaign kicks off with a TV spot to be aired on TNT during the NBA All-Star Game on Sunday, Feb. 15, followed by a launch event in the game's host city, Phoenix, Ariz. Out-of-home elements include branded subway trains, urban panels, billboards and 100-foot tall tower banners on Madison Square Garden in New York, as well as large-scale video projections on the sides of buildings in Phoenix throughout the NBA All-Star Weekend.

Many of the campaign's out-of-home and online creative executions integrate a mobile call to action for consumers to text PROTEGE to a mobile code to receive free ringtone downloads. The Wireless Application Protocol (WAP) site also includes downloadable wallpapers, a store locator directing users to the nearest Kmart for Protege merchandise and functionality to send a friend a message from Al Harrington.

After the initial launch, the TV spot will air on networks targeting young adults such as BET, G4, Fuse, Adult Swim, MTV2, CW and also during NBA programming and games on TNT throughout the month of March. Online presence will include Web sites such as, and MySpace.

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About Kmart

Kmart, a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass-merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, Martha Stewart Everyday and Route 66. For more information visit the company's Web site at or the Sears Holdings Corporation Web site at

About Draftfcb

Draftfcb is a modern agency model for clients seeking creative, accountable marketing programs that build business and deliver a high Return on Ideas™. With more than 130 years of combined expertise, the company has its roots in both consumer advertising and behavioral, data-driven direct marketing. The agency is the first global, behavior-based, holistic marketing communications organization to operate against a single P&L, and it places equal emphasis on creativity and accountability. The Draftfcb network spans 99 countries, with more than 9,600 employees worldwide, and is part of the Interpublic Group of Companies (NYSE: IPG). The agency's global corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice-chairman and worldwide chief creative officer; and Neil Miller, CFO. For more information, visit

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