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OP HYPES WAL-MART LAUNCH.

Byline: Jessica Pallay

NEW YORK - The OP brand may have rolled out quietly at Wal-Mart earlier this month, but its high-profile ad campaign is making a splash in the teen apparel market.

The iconic surf label enlisted a slew of young stars for a print, radio and Internet campaign to accompany its much-anticipated debut at about 1,000 Wal-Mart stores.

The ads star seven television, movie and music personalities, including Wilmer Valderrama, Pete Wentz and Kristin Cavallari, experiencing the "OPen Road," as OP's parent, Iconix Brand Group, has termed the campaign. The ads will begin hitting youth-oriented magazines, like Rolling Stone, in May, to be followed by ...

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