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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.

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