MBT Marks 15th Anniversary with Bold Steps to Strengthen U.S. Business

Brand Opens Premiere In-Shop Retail Concept; Launches First National Advertising Campaign in More and O, The Oprah Magazine; Begins Philanthropic Partnership with Education for All Children (EFAC)

Mar 24, 2011, 07:00 ET from MBT

PORTSMOUTH, N.H., March 24, 2011 /PRNewswire/ -- MBT (www.mbt.com), the originator and continued leader of physiological footwear, announced today the opening of its newest concept shop — a first in the United States — in The Core by Footwear Etc., in Palo Alto, CA. In addition, MBT launched its first-ever national advertising campaign, appearing in the March issues of O, The Oprah Magazine and More magazine. As the brand celebrates its 15th  anniversary, its 2011 marketing initiatives signal an increased investment in and renewed commitment to the U.S. marketplace and retail partners. 

(Photo: http://photos.prnewswire.com/prnh/20110324/NY70585 )

MBT Concept Shop

MBT's premiere U.S. shop-in-shop retail concept is located in Footwear Etc.'s newly opened store, The Core, in downtown Palo Alto. One of only a handful of brands represented in The Core, which opened on March 1st, MBT's shop-in-shop is situated in the front third of the store, including at the entrance and in the front window. Featured in the shop is MBT's current collection of stylish and comfortable footwear for men and women — all powered by its patented technology and curved sole, which can help enhance the body's natural balance.

"Northern California is the ideal market for our first in-shop U.S. retail concept — people there place a high value on health and wellness, and their lifestyles demand footwear that can transition from day to night, work to play," said MBT Global President and CEO Jan Stig Andersen. "When Footwear Etc., one of our most innovative and dedicated partners, came to us with this opportunity, let's just say all the pieces fell perfectly into place."

"As the long-standing leader of footwear that promotes an active and healthy lifestyle, MBT is a natural fit for The Core," said Elie Monarch, Footwear Etc. CEO.

Over the course of the first weekend in April, MBT will officially celebrate the grand opening of the concept shop with in-store consumer events and promotions, as well as kick off MBT's partnership with Education for All Children (EFAC), a New Hampshire–based nonprofit organization that provides secondary-school scholarships for underprivileged children in Kenya. Twenty percent of the children who benefit from EFAC are members of the Masai tribe — the inspiration for the MBT brand. Beginning with the grand opening weekend, a portion of proceeds from the sale of all MBTs at The Core will go directly to Education for All Children. Paying further homage to the Masai, consumers will enjoy handmade, one-of-a-kind gifts with purchase, made by a Masai women's cooperative.

Spring 2011 Advertising Campaign

To cement its commitment to the U.S. business, and to celebrate its 15th anniversary in the U.S., MBT has launched a national advertising campaign, with a full run of insertions in O, The Oprah Magazine and More magazine, running from March 2011 through December 2011. The campaign, titled "MBT. Love the way they make you feel," features confident women in aspirational settings and was directed by Denmark-based advertising agency Kunde.

"More and O, The Oprah Magazine have loyal, discerning and engaged readerships singularly focused on the 40+ woman who wants to stay fit and is looking for high-quality goods to keep her strong and active, longer. This is precisely the MBT customer," said David Ludd, MBT USA Director of Marketing.

For more information about MBT, please visit www.mbt.com.

About MBT

More than 15 years ago, MBT designed a shoe that would change the world. All these years later, we're still at it. As originators in the physiological footwear category, MBT offers active, stylish footwear that is inspired by nature, grounded in biomechanical principles and powered by patented technology. Employing quality materials, craftsmanship and construction, MBTs are designed to help support the natural physiological framework and help improve balance. MBTs are a Class 1 Medical Product in the 30 EEA states (European Economic Area) and Switzerland. They are granted a Medical Device Establishment License by Health Canada and are a certified Medical Device in Australia (TGA). MBT is now available in more than 55 countries worldwide. For more information, visit www.mbt.com.

Dan Griffin

Maloney & Fox for MBT



Deneen Habarta

Masai USA Corp.