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Published
Jul 14, 2017
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Cole Haan casts NYC Ballet dancers in latest campaign

Published
Jul 14, 2017

The footwear company tapped New York City Ballet dancers Sara Mearns, Amar Ramsar, Megan Fairchild, Justin Peck and Gretchen Smith to star in the campaign for its GrandEvolution collection.


Instagram: Justin Peck

 
Shot by photographer Andrew Eccles, Cole Haan’s new “Extraordinary Comes to Life” showcases the brand’s new unisex GrandEvolution collection, and its men’s GrandMotion and women’s StudioGrand collection. The campaign showcases principal dancers Sara Mearns, Amar Ramsar and Megan Fairchild, choreographer and soloist Justin Peck and corps de ballet member Gretchen Smith in images that capture dance and motion.
 
Peck choreographed the movements for the campaign, which includes both still images and a series of GIFs to be released on digital channels. Some of the still images utilize an open-shutter technique allowing for the dancers’ movements to register on film.

Mearns, Smith and Fairchild have appeared in previous Cole Haan campaigns going back to 2014, however this marks the brand’s first collaboration with Peck and Ramsar.
 
The shoes from the campaign are available now online and in Cole Haan stores around the world, with prices ranging from $180 to $280.
 
Cole Haan is not the only shoe company to utilize ballet in its advertising. Choreographer and former New York City Ballet dancer Benjamin Millepied recently created a short video starring dancer Janie Taylor for Feit’s new ballet flat shoe. 
 

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