Famous Footwear Helps Make Consumers 'Famous for a Day'

ST. LOUIS, Aug. 11 /PRNewswire/ -- Famous Footwear, the more than 1,100-store family footwear chain operated by the retail division of Brown Shoe Company, Inc. (NYSE: BWS, www.BrownShoe.com), announces a new web series that gives consumers the opportunity to feel "Famous for a Day."

Adding an entertainment layer to the company's "Make Today Famous" branding, advertising and social media campaign, the "Famous for a Day" series surprises lucky consumers and gives them the opportunity to spend a day with their favorite celebrity.  Each surprise encounter is taped for a viral video series that enables consumers nationwide to share in the experience at http://www.famousfootwear.com/famous.      

"We launched the 'Make Today Famous' campaign a year ago during Back to School to inspire customers on their walk through life, highlighting that magical moment of finding the perfect pair of shoes at the right price from a brand you love. We're building on that feeling with the 'Famous for a Day' web series, giving consumers a once-in-a-lifetime opportunity to have a truly famous day with their favorite celebrity and sharing their excitement with the country," said Famous Footwear Senior Vice President -Marketing Will Smith.

The first video in the "Famous for a Day" series features Grammy-nominated recording artist and 2007 American Idol* winner Jordin Sparks who will make her Broadway debut in the Tony Award-winning musical "In The Heights" later this month.  In the video, which is now available online at http://www.famousfootwear.com/famous, consumers get to see Sparks surprising 16-year-old Kieriay Moyer at her home in Orlando and ride along as the super-fan is made "Famous for a Day."  Moyer was selected for the surprise due to her dedication to social service and helping others in and beyond her community, attributes especially important to Sparks.  The second and third installments of the Famous for a Day video series are expected to go live in late-August and September, respectively.  

Famous Footwear's "Make Today Famous" campaign also includes an integrated advertising effort developed by Minneapolis-based agency Campbell Mithun.  Back-to-school television ads feature time-slice stop-motion technology that captures teens mid-air during a variety of fun activities — a garage-band jam, BMX tricks, break dancing and cheerleader jump splits.  Two of the seven TV spots include a text-in offer for an additional 20 percent off during the buy-one-get-one-half-off Back-to-School sale.  The campaign also includes radio, digital, in-store and print elements, and in-taxi screens.

*American Idol is a registered trademark and copyright of FOX and FremantleMedia North America, Inc. and is not affiliated with or a sponsor of Famous Footwear, The Famous Footwear Famous For A Day web series or Brown Shoe Company, Inc.

About Famous Footwear

Famous Footwear is a leading family branded footwear destination, with 1,100 stores nationwide and e-commerce site FamousFootwear.com. The chain offers consumers more than 80 nationally recognized brands, including Nike, Skechers, Naturalizer, Puma, Steve Madden, Converse, New Balance, DC, Rocket Dog and Carlos by Carlos Santana, and features a broad assortment of toning footwear from brands like Skechers and Reebok.  A proud national partner of the March of Dimes, the retailer sponsors March for Babies walk events in more than 1,000 communities nationwide. Famous Footwear is operated by the retail subsidiary of Brown Shoe Company, Inc. (NYSE: BWS - News), which has $2.3 billion in sales as a retailer and wholesaler of footwear. For more information, visit www.famousfootwear.com and www.brownshoe.com.

About Brown Shoe Company, Inc.

Brown Shoe is a $2.3 billion global footwear company. Brown Shoe's Retail division operates Famous Footwear, a leading family branded footwear destination with over 1,100 stores nationwide and e-commerce site FamousFootwear.com, approximately 270 specialty retail stores in the U.S., Canada, and China primarily under the Naturalizer brand name, and footwear e-tailer shoes.com. Through its wholesale divisions, Brown Shoe designs and markets leading footwear brands including Naturalizer, Dr. Scholl's, Franco Sarto, Sam Edelman, LifeStride, Via Spiga, Etienne Aigner, Vera Wang Lavender and Buster Brown. Brown Shoe press releases are available on the Company's website at www.brownshoe.com.

SOURCE Famous Footwear