American Eagle Outfitters (NYSE: AEO) launches today its Fall 2013 “Project Live Your Life” campaign with the debut of “Rock Your Walk,” a seamless series of videos celebrating real people’s individual style in the latest collection of American Eagle jeans.
According to the company, fans are invited to create history this fall as they help American Eagle Outfitters achieve the longest-ever denim runway, from New York, NY to Los Angeles, CA, by submitting their own “Rock Your Walk” videos.
To celebrate the launch, the brand unveiled the debut “Rock Your Walk” video at their Times Square store last night, July 30th.
It featured runway cameos by fashion influencers including actresses Jamie Chung, Jessica Szohr, and Shenae Grimes, style bloggers Bryan Yambao (Bryanboy), Christina Caradona (Trop Rouge) and Natalie Suarez (Natalie Off Duty), TV host and fashion journalist Louise Roe, celebrity stylists Johnny Wujek and Dani Stahl and trendsetters and DJs Hannah Bronfman and Brendan Fallis, among others.
Vanessa Hudgens, Jessica Szohr, and Austin Butler
The “Rock Your Walk” initiative is a progression of the brand’s ongoing “Live Your Life” campaign that first debuted in Fall 2012 and has since evolved into video format.
In partnership with the music discovery application Shazam, as an added layer to the multimedia experience, the national “Rock Your Walk” commercial spot will feature an exclusive remix of Bruno Mars’ hit song “Treasure.”
The original version of the song will be available for free download when viewers use Shazam during the commercial airing from August 9th through August 25th.
Beginning today, July 31st, individuals can upload their own “Rock Your Walk” videos online at www.ae.com/RockYourWalk from their computer or mobile devices via Instagram or Vine.
Participants’ videos will be added to the ongoing runway video as it travels across the country, and the best of the best of the videos submitted will earn the opportunity to be featured on American Eagle’s 15,000 square-foot LED billboard screens right in the heart of New York City’s iconic Times Square.
To accompany their videos on-screen, participants will provide a creative name for their walk, their location and what American Eagle jeans they’re rocking.
In the picture above: Vanessa Hudgens, Jessica Szohr, and Austin Butler Kick Off American Eagle’s “Rock Your Walk” in NYC. Photo credit: Michael Simon, StarTraks Photo.