The marketing plan focuses on print and television advertising, which is supported by outdoor, trend-influenced marketing, public relations, promotions, grass roots and in-store support, as well as celebrity endorsers, websites and trade shows.

20162015201420132012
Net advertising spending (MM)$213.1$188.1$141.7$118.5$103.9
Net advertising spending growth13.3%32.7%19.6%14.1%-12.9%
Net advertising spending % of total revenues6.0%6.0%6.0%6.4%6.7%