Kohl's, which like most of its competition has struggled to attract shoppers in recent years, is breaking a marketing campaign this week to tell consumers it is now selling Under Armour products in stores and online. Company representatives have called it the biggest brand launch -- in terms of product -- in Kohl's history.
"We think there's such massive opportunity with Under Armour in categories like women's apparel, our children's apparel and footwear that they really could impact the overall business," said Kevin Mansell, chief executive of Kohl's, on a conference call earlier this month.
The retailer worked with agencies Anomaly and Huge on a campaign to promote the new products, which consists of three 30-second TV broadcast spots that will begin airing this week as well as robust social media activity. Product, spanning across categories including accessories, has already started to roll out in stores in recent weeks.
"The visual spots show intimate, real-life moments of an athletic start, but are representative of a major athletic achievement, recognizing that stepping up to the challenge, no matter the challenge, is a big deal," said Michelle Gass, chief merchandising and customer officer at Kohl's, via email. She noted that in the last 12 months, Kohl's has seen some 500,000 searches on its website for Under Armour.
"Kohl's represents an exciting retail partnership that allows us to connect with a broad base of consumers who are on health and fitness journeys to be their very best," said Adrienne Lofton, senior VP-global brand management, at Under Armour, via email. "With high nationwide demand for our brand with this loyal consumer at Kohl's, we're excited to deliver on their needs by providing an innovative portfolio of performance apparel, footwear, accessories and connected fitness products for the entire family."
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