Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

L.A. Gear launch

Published on .

Struggling athletic footwear company L.A. Gear launches its back-to-school marketing effort this week with a new spot from Dailey & Associates, Los Angeles, and a cross-promotion with Kraft Foods. The commercial, called "Shoelaces," promotes the company's Graf/X temperature-sensitive kids' shoes and features the Estelle Costanza character from NBC's "Seinfeld." The spot launches today on Nickelodeon and Fox. And hitting stores this week are 6 million packages of Kraft Kool-Aid Bursts that offer a $5 rebate with proofs of purchase of both the Kool-Aid and Graf/X products.

Most Popular
In this article: