Footwear Plus MagazineShoesday Tuesdays - Sponsored by WSA  
Looking to up the comfort ante for the world's best professional poker players, Dearfoams has signed up as the official footwear sponsor for the World Series of Poker (WSOP) tournament in Las Vegas this year and next. Dealers and players at the main event and some select additional events, like the Ladies World Championship, will receive complimentary pairs of slippers—a prized gift, since the tourney's card sharks are notorious for staying cozy and causal while playing. "Our champion last year won nearly $9 million while wearing flip flops, so we know poker players covet comfort in their pursuit of glory," said WSOP Vice President Ty Stewart.

Jonathan Duhamel won last year's WSOP tournament--and $9 million--wearing flip-flops.
Right: Jonathan Duhamel won last year's WSOP tournament—and $9 million—wearing flip-flops.

Although it may seem surprising to see the 64-yeard-old slipper company pairing with a semi-racy Vegas event, Dearfoams President Nancy Coons says the brand saw the partnership as an opportunity to reach a new audience. "There are more than 100 million people who play poker worldwide, and a majority of them are men," she explains. "Given that we want to increase our brand awareness among men, specifically a younger male audience, it really made a lot of sense to partner with the WSOP." Coons adds: "Our campaign is about unexpected moments of comfort and we thought what's more unexpected than Dearfoams partnering with the WSOP?" —Audrey Goodson

A sampling of the slippers that players, dealers and ESPN announcers will be treated to at the World Series of Poker tournament this year.
A sampling of the slippers that players, dealers and ESPN announcers will be treated to at the World Series of Poker tournament this year.





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