• by Fern Siegel , May 16, 2024

Caleres, a global footwear brand that includes Famous Footwear, Sam Edelman, Allen Edmonds, Naturalizer and Vionic, named Yard NYC and The Mayor as agencies of record following a competitive review. 

Both agencies will handle specific creative duties. For the back-to-school/fall season, Yard NYC will lead the brand marketing evolution of Famous Footwear’s platform. The Mayor will lead video, experiential and cultural activations.

The work is timed to back-to-school with additional activations and campaigns rolling out through the rest of the year.

Holly Campbell, senior vice president marketing and creative, Famous Footwear. “Yard’s fashion expertise and great track record advancing retail brands tied with The Mayor’s innate ability to make work that breaks through was the perfect combination to take our brand to the next level.” 

“To cut through today, brands need to build emotional connections with consumers” said Ruth Bernstein, co-founder-CEO of Yard NYC. “With a store in every neighborhood and great style for every family, Famous is poised to connect in a powerful new way. It’s been a pleasure to get to know such a great team and collaborate on this next great chapter.”