Aravon Introduces Phase 2 of "Go" Ad Campaign for Fall 2007

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BOSTON, June 2007—This September, Aravon will launch the second phase of its “Go” Ad Campaign to promote new fall 2007 styles and the introduction of the brand's new “Traversa” Travel Collection. The campaign will highlight Aravon's high-level blend of style, fit, support and cushioning that helps support a woman's sense of well-being, interests and style.

This new consumer print advertising campaign urges the consumer to “Go” with shoes that compliment and accompany the lifestyle of the Aravon woman. Evolving from previously product-centric ads, the fall 2007 ads incorporate a human element and showcase how good Aravon shoes look on a woman's foot. The ads place the Aravon woman in a context of fall activities and getaways, giving the consumer a personal connection with the brand. They demonstrate that Aravon understands who the consumer is, what her interests are and what she needs from her footwear. The brand's support of the Aravon woman's inspired sense of living is enhanced with copy that reads, “Aravon comfort resonates through your body so you can go wherever your spirit leads you-and with your customary style.”

For late 2007, Aravon's ads aim to connect with its female consumer on two levels. First, the ads acknowledge the importance of health and wellness by affirming this baby boomer-aged female's appreciation of staying active. Secondly, the ads demonstrate the understanding of this woman's love of travel. “When it comes to footwear, understanding a woman's wants and needs are essential,” says Gretchen Weimer, Aravon's Brand Manager. “By recognizing who this woman is and what is important to her, we can provide her with a shoe that gives her what best fits her lifestyle.”

The “Go” campaign is the perfect way to launch Aravon's new Traversa line, designed to meet the comfort, performance and style demands of travel footwear. Taking a cue from athletic walking shoes, Traversa outsoles offer a heel-to-toe slope that relieves stress on the Achilles tendon enabling a woman to remain comfortable on her feet all day while she is traveling.

Aravon worked with Heckler Associates of Seattle, WA to develop the campaign. The Go ads will appear in Body & Soul, Natural Health, Budget Travel, and Yoga Journal beginning in September 2007.

Aravon adds performance to comfort footwear. For women wanting or needing more from their casual shoes, Aravon presents an unsurpassed blend of fit, support and cushioning technologies, including width sizing, removable Velocor™ footbeds, Abzorb® cushioning and the T-Frame™ stability system. The beautifully designed and finely crafted styles are arranged in three collections—Everyday, Office and Sandals. Aravon, a trusted New Balance brand, is based in Boston, Massachusetts. For more information, please visit

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