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Bally, the footwear brand, is launching a 20m advertising campaign, through TBWA Simons Palmer, to introduce global fashion brand Exedo. Although the 25 ranges of unisex shoes and over 100 ranges of clothes will be launched in 500 Bally stores globally, there are plans to open Exedo stores around the world. The range will focus on outdoor clothes and will be aimed at the mid- to upper-income market. Bally has appointed Minale Tatters-field to develop the branding, packaging and point-of-sale material for the brand. The Exedo identity is based on a simple graphic expression, with strong colours intended to convey ‘freedom’ and ‘vitality’.

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