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Footwear brand parties on downtown bridge

May 14, 2014
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Footwear brand parties on downtown bridge
A model wears boots from Cat Footwear’s “White Heat” spring/summer 2015 collection. Courtesy Cat Footwear

A downtown bridge is hosting a private party this week for a global shoe brand.

Gillett Bridge

Cat Footwear will throw its Party on the Bridge on Thursday night on the Gillett Bridge in Grand Rapids, overlooking the Grand River.

The brand expects more than 350 international guests at the event, which will feature music, dinner, cocktails and a fashion show with 20 models from Los Angeles, Chicago and New York.

The event will debut Cat Footwear’s "White Heat" spring/summer 2015 collection as part of Wolverine Worldwide’s semi-annual sales conference, which brings partners from more than 170 countries to Grand Rapids. The conferences are held in Grand Rapids every May and November, and each one pumps $1.5 million into the local market.

The pedestrian bridge will serve as an “industrial background” for the brand's show for distribution partners in Asia, Latin American and Europe.

"Bridging" seasons

The event isn’t just about footwear, but the direction of the Cat brand, said Dani Zizak, vice president of global marketing, Cat Footwear.

“Historically, we’ve been known as a boot brand with a strong hold in the autumn/winter season,” Zizak said. “Throwing our party on the bridge is a metaphor for how the consumer is moving towards wearing boot products all year round. This event will be all about illustrating that crossover and bridging the gap.”

The event will also act as a launch party for the rest of the conference’s meetings, which take place Friday at DeVos Place.

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