Ara Shoes' new collection of 13 different shoes and bags will be introduced to the market via a marketing concept known as the brand's “360 Degrees” campaign. The campaign will include a TV star, Frauke Ludowig, who will serve as the image of the brand. As 2020 begins, Ara will also advertise its shoes through a TV show known as “Let's Dance.” It will be aired on RTL Television in 13 sessions where, week after week, the 13 different shoe models will be staged in a “TV Special Creation.” The marketing campaign will be accompanied by various public relations initiatives.