Miller to Endorse Airwalk Footwear Products
(Englewood, CO) Jan. 18 2012 - Global youth lifestyle brand
Airwalk is proud to announce a partnership with professional
MMA athlete and media personality Jason "Mayhem" Miller.
Miller currently fights in the Ultimate Fighting
Championship® (UFC) and holds more than 30 MMA wins against
top fighters in the sport. His high energy and magnetic
personality have also led him to a steady stream of media
projects, including an upcoming role in actor Kevin James'
film "Here Comes the Boom," host of the popular MTV show
Bully Beatdown, and coaching in the past season of The
Ultimate Fighter for Spike TV. Under the new partnership,
Miller, represented by Ryan Parsons of Radius Sports
Entertainment, will endorse Airwalk footwear products.
"Airwalk has always brought a young, fun and unexpected point
of view to board sports. Working with someone like Jason is
simply an extension of the brand's personality," said Bruce
Pettet, President and CEO of Collective Licensing
International (CLI), which owns and manages the Airwalk
brand. "Jason is one of those rare people that transcends his
sport and entertains and inspires people whether they have a
direct connection to MMA or not."
The partnership between Miller and Airwalk is one that began
when he was young. Miller loved skating as a kid, and was
drawn to the Airwalk brand due to its impressive team roster,
style and edgy vibe. After high school, Miller moved to
California where he spent his days at local Southern
California skate parks.
"Airwalk is such an iconic brand," Miller said. "The first
memories I have of 'cool guys' were the dudes thrashing on
skateboards in Airwalks. And, considering I've had a pair in
my closet since I was 15 years old, working with the brand
feels like a natural fit."
The initial collaboration between Miller and Airwalk will be
the production of a web-based video series that will explore
the intersection of Miller's life, MMA and board sports
culture. Through collaboration between Miller and Airwalk's
social media networks, fans will be able to tune in and
experience Miller's Airwalk antics first hand.
A 12-year veteran of the sport, Miller has fought in a
variety of organizations, most notably DREAM in Japan,
STRIKEFORCE™ and currently in the UFC. Miller just finished
up coaching the 14th season of UFC's The Ultimate Fighter for
Spike TV.
Outside of the MMA scene, Miller hosted Mark Burnett
Productions' Bully Beatdown for three seasons on MTV, a
reality show that put real life bullies against professional
MMA fighters. Miller has provided color commentary for
"King of the Cage" on HDNet, has guest-hosted the show
"Loveline" and regularly co-hosts "Mayhem Mondays" on The
Jason Ellis Show on Sirius XM™.
About Collective Licensing International
Collective Licensing International, LLC, a subsidiary of
Collective Brands, Inc. (NYSE:PSS), was formed in January
2004 and is the owner and/or license operator of Airwalk®,
Above The Rim®, Vision Street Wear®, Clinch Gear™,
STRIKEFORCE™, Sims®, Lamar® and LTD®, World Snowboarding
Championships™ and Hind®. Collective Licensing
International is based in Englewood, Colorado.
About Collective Brands, Inc.
Collective Brands, Inc. (NYSE: PSS) is a leader in bringing
compelling lifestyle, fashion and performance brands for
footwear and related accessories to consumers
worldwide. The company operates three strategic
units covering a powerful brand portfolio, as well as
multiple price points and selling channels including retail,
wholesale, ecommerce and licensing. Collective Brands,
Inc. includes Payless ShoeSource, focused on democratizing
fashion and design in footwear and accessories through its
nearly 4,500-store retail chain, with its brands Airwalk®,
Dexter®, Champion® and designer collections Lela Rose for
Payless, Christian Siriano for Payless and Isabel Toledo for
Payless, among others; Collective Brands Performance +
Lifestyle Group, focused on lifestyle and performance branded
footwear sold primarily through wholesale and retail, with
brands including Stride Rite®, Keds®, Sperry
Top-Sider®, and Saucony®; and Collective Licensing
International, the brand development, management and global
licensing unit, with such youth lifestyle brands as Airwalk®,
Vision Street Wear®, Sims®, Lamar® and LTD®.
Information about, and links for shopping on, each of the
Collective Brand's units can be found at .
Media Contact:
Turner PR: 212-889-1700
Meghan Bailey / Meghan.Bailey@TurnerPR.com
Sarah LaRosa / Sarah.LaRosa@TurnerPR.com
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