• by Tanya Gazdik , January 4, 2012

Sports company K-Swiss is encouraging women to get into shape post-holidays with the launch of “The Party’s Over” ad campaign featuring training and TV personality Jillian Michaels.

The campaign from the Westlake Village, Calif.-based company highlights the new Blade-Max technology series of performance footwear.

In partnership with Lady Foot Locker, the campaign includes TV spots, Facebook, and in-store displays nationwide.

In the 30-second spot airing on select NBC-owned and affiliate stations, Bravo and E!, Michaels is shown wearing a 1950s-inspired cocktail dress and heels as she says goodbye to her last party guest. Immediately after the door closes, Jillian announces "the party's over," throws away sweets and changes into her K-Swiss Blade-Max shoes and signature fitness apparel.

The spot is also featured on the new “Party’s Over” section of the K-Swiss Facebook page. Michaels appears in several other videos with tips on how to get back into running, how to approach taking off weight gained over the holidays and other help and workout tips.

Lady Foot Locker will support the campaign with in-store displays and promotions. Customers can enter to win a trip for two to visit Michaels on set in Hollywood and a K-Swiss gear package. 

Lady Foot Locker will provide a gift-with-purchase of Jillian Michaels' workout DVD "Killer Buns & Thighs," while supplies last. Michaels also will offer workout tips via exclusive web videos hosted on K-Swiss and Lady Foot Locker Facebook pages.

Blade-Max technology provides cushioning across activities from cross-training, running or any other gym-based workout. Using athlete-engineered bladed Superfoam, a space-age energy-return foam that resists compression and lasts longer, Blade-Max provides progressive cushioning and comfort. K-Swiss Blade-Max shoes will be available at Lady Foot Locker stores nationwide and at www.ladyfootlocker.com/kswiss