Tales of the City: Rockport Invites San Franciscans to Tell Their Stories; Innovative Marketing Campaign Features Real-Life Experiences From All Walks of Life.

MARLBORO, Mass.--(BUSINESS WIRE)--Oct. 3, 1996--The Rockport Company, in cooperation with Macy's Union Square, invites consumers to "ham it up" in their own professionally-directed video -- and a chance at a starring role in a future Rockport ad -- as part of a global marketing campaign called The Rockport (Proof) on Thursday, Oct. 10, from 10 a.m. to 2 p.m. in front of the Macy's Union Square Men's Store on Stockton Street.

Bob Schwartz of Candid Camera fame will direct the "Tell Us Your Rockport (Proof) and We'll Tell the World" event, which involves videotaping customers as they tell interesting and quirky stories about things they have done and places they have explored while wearing their Rockport shoes.

Like Sean Christianson of Santa Rosa, whose Rockport shoes were swallowed by a bluefin tuna, then salvaged during the dressing process at his job at a fishery (and yes, he's still wearing those Rockport shoes!). And Kristen Geisler and Bonnie Freeman, co-owners of The Ladies and The Tramp, a San Francisco-based professional dog-walking company, who put 11-15 miles-a-day on their Rockport shoes.

From the outlandish to the sublime, Rockport is cataloging its customers' tales as part of its Rockport (Proof) multi-million dollar marketing effort, and uses the true-to-life testimonials as input in its product design and development as well as in its advertising and promotional campaigns.

Dubbed "relationship marketing," this trend toward a more personal marketing approach is being further fueled by the Internet, which provides an immediate and interactive way for companies and consumers to build "relationships." Rockport established its own Web site for this very purpose earlier this year, Rockport.com, which allows Rockport to be a truly interactive brand with its consumers.

"Our customer input tells us that, in the nineties, consumers are placing a higher priority on comfortable solutions to their active lifestyles," commented Linda Lewi, vice president of Brand Marketing for The Rockport Company. "By building relationships directly with our customers, we are able to more fully understand this new comfort attitude as well as their needs and experiences in our shoes. That's what relationship marketing is all about."

Comfort is not a new concept for Rockport. In fact, the company has a 25-year heritage of engineering innovative comfort footwear with advanced technology. In February 1996, Rockport received the first ever Seal of Approval from the American Orthopaedic Foot and Ankle Society (AOFAS) for the Somerdale(TM), and in April 1996, earned the AOFAS Seal of Approval a second time for the Mirabel(TM), marking the first time a company has been recognized for successfully combining comfort and fashion in a women's heel.

Rockport's continued dedication to delivering stylish comfort and performance is reflected in its current offerings in the Refined, Relaxed and Rugged shoe product lines. Rockport is the only brand of footwear that creates stylish, comfortable solutions for every walk of life: for work, for leisure, for adventure.

Loyal Rockport supporters participating in the Oct. 10 Rockport (Proof) video promotion at Macy's Union Square will receive a free copy of their testimonial videotape in addition to the chance to star in a future Rockport television, radio or print ad. Coupons redeemable for future purchases of Rockport Shoes at Macy's will be available to those attending the event, and anyone purchasing Rockport shoes from Macy's Union Square during the four-hour promotion will receive a free disposable camera.

The Rockport Company Inc., based in Marlboro, is a wholly owned subsidiary of Reebok International Ltd., Stoughton, Mass. The company manufactures and distributes engineered comfort footwear worldwide. -0-

Note to Editors: For color or black and white photographs to accompany your article, contact: Sue Cawdrey Public Relations, 415/435-3079.

CONTACT: Sue Cawdrey Public Relations, San Francisco 

Sue Cawdrey, 415/435-3079

or

The Rockport Company, Marlboro

Kate Toomey, 508/480-5333