Baby Phat and GIANT Magazine Encourage Consumers to Cherish their Sole

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Fashion power house and celebrity culture driven publication collide to execute an innovative and multi-faceted consumer focused program

Famous for launching the most outstanding and innovative marketing campaigns, Baby Phat by Kimora Lee Simmons, in collaboration with GIANT Magazine, presents the "Sole Series" Campaign! GIANT and Baby Phat have embarked on a unique multi-media program that will engage the audience by integrating readers' experience with Baby Phat through print, digital, special event and mobile initiatives. Featured artists for the "Sole Series" program include: female group Electrik Red, pop singer Kristinia DeBarge, singer/songwriter Priscilla Renea and contemporary R&B singer Dondria Nicole. This ground-breaking campaign consists of the following: a "Road to Success" print feature, in-store tour and a mobile sweepstakes for the opportunity to win the ultimate fashionista experience by attending the Baby Phat Fashion Show during New York's renowned Fashion Week. Talk about living life in the "fab" lane.

The "Road to Success" story will feature each of the artists in an intimate Q&A, giving the readers the opportunity to experience what life is like offstage in the music industry . This 6-page impact unit will launch in the August/September 2009 issue of GIANT.

In addition to the "Road to Success" stories, each artist will hold an in-store event at a Baby Phat footwear retailer. Each event will consist of a performance of smash hits from the artists' latest album, in an intimate Baby Phat setting. Fans that make a Baby Phat purchase leading up to the in-store will receive an exclusive VIP pass to the event. The appearance schedule is as follows: Electrik Red will be at a Los Angeles Sheikh Shoes location in August, Kristinia DeBarge at a Chicago Finish Line location in September, Priscilla Renea at an Atlanta Underground Station location in October and Dondria Nicole at a Dallas Underground Station location in November. More exciting details on each event to come.

In addition to these exciting in-store events, GIANT and Baby Phat have also incorporated the Baby Phat Mobile Sweepstakes to win a trip to the NY Fall 2010 Fashion Week fashion show. To become eligible for this amazing opportunity, consumers must make a Baby Phat purchase at least 2 weeks leading up to the in-store. Once they make their purchase, they will receive a card with a trivia question, testing how much they know and love Baby Phat. After doing their homework, they must text their answers for a chance to win. Since Kimora adores her fans, everyone walks away with an exclusive Kimora Lee Simmons download regardless of whether their answer is correct or incorrect.

The "Sole Series" campaign will prove to be one of the most exciting and innovative projects that Baby Phat by Kimora Lee Simmons has committed to. There will be several promotional plans to ensure that this program is a heavy hitter. The Baby Phat social media pages, Facebook, Twitter, Flickr and YouTube will be constantly updated with exclusive photos and behind-the-scenes glimpses into the production and execution of this amazing new program as well. You can also preview the developing details on GIANTmag.com.

About Baby Phat:
In 1999 a new era of women's fashion was about to be born with the creation of the Baby Phat clothing line. In a world filled with fashion copycats Baby Phat stood out as a fresh approach to personal style. Under the direction of maverick businesswoman and Supermodel Kimora Lee Simmons, Baby Phat quickly became one of the fastest growing clothing lines in the United States. Today this preeminent lifestyle brand allows every woman to showcase her more glamorous, chic and fashion forward side. In less than ten years the Baby Phat Collection has grown to include apparel, outerwear, swimwear, lingerie, luggage, shoes, handbags, fragrance, jewelry, and eyewear collections.

About GIANT Magazine:
GIANT is a division of Interactive One, LLC, reaching more than one million readers through it's bi-monthly urban entertainment lifestyle magazine and website http://www.thegiantlist.com. GIANT represents "celebrity, style and culture" and features daily online reporting of the cutting edge trends, provocative news and enlightening editorial from a multi-cultural urban perspective. Re-launched in 2006 to serve the urban community, GIANT Magazine speaks uniquely to the "grown and sexy" audience who grew up on hip-hop and urban music but are now more sophisticated and worldly professionals. For more information visit http://www.thegiantlist.com or http://www.InteractiveOne.com.

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Natalie Hinds
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