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Naturalizer, a brand that bridges the gap between comfort and style, came to Coyne to position their shoes as must-haves for women who want and need both attributes in their footwear. Originally thought of as a brand for an older demographic, Naturalizer’s newest collection featured on-trend, editorial-esque styles that most definitely didn’t sacrifice the trademark comfort they were known for. The Coyne team utilized these two features as the base of a strategic activation plan, inviting media through both traditional and social platforms to engage with Naturalizer in fresh and exciting ways.