Sporting goods retailer Vans has rolled out some mobile initiatives to help drive brand affinity.

Vans has partnered with FunMobility a provider of wireless community and media services to provide a mobile destination that allows users to receive daily text messages and free wallpapers produced by Vans.

"We are looking to cast a wider net off deck," said Adam Lavine, CEO of FunMobility, Pleasanton, CA. "By teaming up with Vans we can reach a larger audience and our carrier relationships help Vans extend their brand to the third screen.

"Consumers can download branded wallpapers and ringtones and integrate them into their everyday lifestyle," he said.

The wallpapers can be found on the Vans.com Web site.

The main target market is young people who are on the go. They are always looking for ways to personalize their phone.

FunMobility offers a robust selection of made-for-mobile downloadable wallpapers, including the Vans "Off The Wall" logo and exciting team rider action shots for mobile users to demonstrate their affinity to the brand.

"We have seen such a great success in this partnership with Vans that FunMobility would like to extend this experience to other retailers who are looking for a way to stay engaged with their users while they are on the go," Mr. Lavine said.

Sanrio, Hello Kitty's distributor, announced an agreement with FunMobility Inc. to make loveable characters Hello Kitty, My Melody, Badtz-Maru, Chococat, Deery-Lou, Tuxedo Sam, Little Twin Stars, Cinnamoroll and Pochacco available to mobile users.

FunMobility's direct-to-consumer Web site, FunMo.com, will be powering the Vans mobile wallpaper page.

FunMo.com allows users create graphics and animations to personalize their phones, connect with others within the mobile community, share mobile photos, and browse thousands of original wallpapers and ringtones.

"The mobile device is very personal and consumers take their phones wherever they go," Mr. Lavine said. "Integrating into the consumer's everyday lifestyle helps Vans project their brand especially with their target mobile demographic of 16-22 year olds."