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MTV Laces Up Shoe Deal in Russia

MTV Laces Up Shoe Deal in Russia
Nickelodeon Viacom Consumer Products has finalized a deal with British footwear brand Betsy to create a line of MTV footwear in Russia.

Nickelodeon Viacom Consumer Products has finalized a deal with British footwear brand Betsy to create a line of MTV footwear in Russia.

The collection, which was designed by Russian singer Nyusha, features a range of biker-style boots with the MTV logo embossed on the side.

The collection will hit Keddo stores in September and will also be available online through Wildberries and Lamoda.

The deal marks the first of its kind in Russia, with a percentage of sales to be committed to Liniya Zhizni (Life Line), a charity that aims to save seriously ill children.

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