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EASY SPIRIT BACKS NEW FITNESS SHOE WITH $20 MIL PLAN: ALSO COMING: OUTDOOR ADS IN NEW YORK CITY

By Published on .

Easy Spirit division of Nine West Group last week began a $20 million TV and print advertising campaign to introduce Easy Spirit AntiGravity, a new fitness shoe line.

Easy Spirit, celebrating its 10th anniversary in the women's shoe business, is No. 3 in sales of women's shoes, behind Nike and Reebok International, according to NPD Group. Sales of Easy Spirit's women's athletic shoes were approximately $165 million last year.

QUIETLY BECOME PLAYER'

"Easy Spirit has quietly become a significant player in the women's athletic shoe segment," said Randy Scott, VP-marketing.

TV spots from Lotas Minard Patton McIver, New York, broke last week; print advertising, including an eight-page insert, bowed in September magazines.

Easy Spirit also has developed in-house a direct mail campaign, to be used in conjunction with retailers; outdoor advertising will run in New York City.

"Rather than be in your face and challenging [in the ad campaign], we're try to

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