Superga goes redundant

The Italian sportshoe brand Superga thinks one license and one brand isn’t good enough.

As reported here by Businessweek, Steve Madden signed a license with Superga for the North American market.

Shoe maker Steven Madden Ltd. will team up with Mary-Kate and Ashley Olsen as the exclusive licensee for Superga, an Italian sneaker brand, in North America.

Financial terms were undisclosed.

The Olsen twins have been named creative directors for the brand. They’ll develop all creative and marketing surrounding the line and oversee retail lines of distribution. The shoes will be sold at department stores and specialty footwear stores.

In the spring, the Olsens will offer a co-branded line of Superga shoes with their own fashion line, called The Row.

A brand license, plus the Olsen twins, plus a co-branded line? It seems, someone has not enough confidence in the power of their own brand. Let’s hope the consumer understands that mish-mash.