A specialty fashion brand is debuting a new apparel, footwear and accessories collection within a popular mobile game.
Kenneth Cole Productions Inc. is partnering with interactive entertainment provider Zynga to launch its new Kenneth Cole Pride 2021 collection in the casual mobile game “High Heels!” This collaboration marks the first time that Kenneth Cole fashion items will be featured in a mobile game.
For the first two weeks of June, gamers will be able to outfit their character and play “High Heels!” in product from the LGBTQ-friendly Kenneth Cole Pride 2021 collection, including the brand’s KAM sneakers, shirts that state “Being Different is What We Have in Common” and other accessories such as sunglasses, watches and mask lanyards.
In the game, players maneuver an increasingly challenging catwalk in high heels, which stack higher as they complete levels. Players progress through a series of worldwide fashion shows in global cities including London, Beijing, Paris and New York. Earning access to new customization elements as they advance, players can update their character with new clothing, fashion, hairstyles and shoes.
“As a brand, we have been supporting equal rights for the LGBTQ+ community for almost 30 years,” said Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions Inc. “For our latest initiative, in recognition of Pride, we are proud to partner with Zynga, a company with shared values, to further highlight the importance of inclusion and acceptance. We are including our Pride product in ‘High Heels!,’ allowing millions of people to experience celebrating Pride, and as a reminder that ‘being different is what we have in common.’”
“At Zynga we believe, unequivocally, that our strength is in our diversity and that we are called to celebrate our differences. We are proud to stand in solidarity with the LGBTQ+ community in celebration of Pride Month,” said Frank Gibeau, CEO of Zynga. “We’re thrilled to be partnering with a revered, boundary-pushing brand like Kenneth Cole to increase representation in our games and empower players to show their pride, spirit and fashion in ‘High Heels!’; it’s a perfect fit.”