Supporting a globally-recognised veteran theatrical shoe, dancewear & accessories retailer.
Salvatore Capezio was born on April 13, 1871, in Muro Lucano, Italy. In 1887, he opened his shop near the old Metropolitan Opera House in New York City. The sign above his door read “The Theatrical & Historical Shoemaker”. As his popularity grew, dancers from around the world made a point to visit - Anna Pavlova even purchased Capezio pointe shoes for herself and her entire company during her first tour of the United States in 1910. Her generous praise of his work ensured Salvatore’s success.
By the 1930s, Capezio products were typical on Broadway in the Ziegfeld Follies and dozens of other musicals. Some performers who have used Capezio products include Anna Pavlova, Fred Astaire, Gene Kelly, Sammy Davis, Jr., Charles “Honi” Coles, Alicia Alonso, Bob Fosse, Mick Jagger, Liza Minnelli, Gregory Hines, Tommy Tone, Ann Reinking, Debbie Allen, Ben Vereen, Charo, Merrill Ashley, Ashley Tuttle, Rob Marshall, Fatima, Savion Glover, Brian Friedman, Madonna, Will Ferrell, Nicole Kidman and Gwen Stefani. Capezio products have also been featured in film and television productions such as MTV Made.
Affinity worked exclusively with Capezio in the UK on their offline and online marketing campaigns, direct mail initiatives and periodical advertising. Not to mention the design and production of their annual product catalogues and marketing literature. Providing further support with creative concepts and initiatives (including partnerships with the English National Ballet) was something we were proud to get involved with.