Eleven by Venus Williams hires Harrison & Shriftman

LOS ANGELES: Sportswear and lifestyle clothing line Eleven by Venus Williams has hired Harrison & Shriftman as AOR.

LOS ANGELES: Sportswear and lifestyle clothing line Eleven by Venus Williams has hired Harrison & Shriftman as AOR.

Lara Shriftman, principal at the agency, will lead the account, with support from staff in Los Angeles, New York, and Miami.

The firm will use a combination of brand strategy, media relations, events, social media, and web site advisement to promote the collection, which launched March 19 at the Sony Ericsson Open.

The majority of the collection will debut in September around the time of the US Open. The firm has organized three events in Miami, New York City, and the Hamptons to raise awareness for the line among fashion, lifestyle, and fitness editors, as well as other influencers within the lifestyle and sportswear space.

“We're going to be working with her to really develop the brand, which includes website development, social media, media events, consumer events, and a very strategic publicity strategy, both long lead and short lead,” Shriftman said.

Williams designs all pieces and prints in the line. Shriftman was approached by the tennis star in December about providing communications support for Eleven.

Davide Tomassoni, partner at Eleven by Venus Williams, praised Harrison & Shriftman's professionalism and said the firm “gives us the best service and exposure we need.” The agency began work on the one-year contract in January.

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