Will Retirement Affect Beckham's Brand Appeal? Michigan: No Plans For Alternate Unis In '13 EA, Amazon Team On "Madden" Promo NBC Already 75% Sold Out For Sochi Games Mayweather Tops SI's Fortunate 50 List Ortiz Selling Bats To Benefit Bombing Victims SHR Signs Deal With State Water Heaters Shaq Signs Deal With Arizona Beverage Sherwin-Williams' NASCAR Deal Begins Today Motocross Team Pushes Sponsor Categories
Upcoming Conferences and Events
SBD/March 20, 2012/Marketing and Sponsorship
Kohl's Using Olympic Athletes For First Time In Female-Targeted Marketing Campaign
Published March 20, 2012
Kohl’s department stores yesterday announced its spring integrated marketing campaign, featuring U.S. Gold Medalists Dara Torres (swimming), Mia Hamm (soccer) and Lindsey Vonn (skiing). The new campaign, titled “Shop to Win,” debuted yesterday and follows each of the three female athletes during recent Kohl's shopping trips. It is the first time Kohl’s has used Olympic athletes in its marketing efforts (Kohl’s). USA TODAY’s Roxanna Scott noted the campaign is targeted at “suburban moms shopping for themselves and their families.” All three women are “top names in the sports marketing and sponsorship world.” But Forbes noted that “none cracked the top 10 for leading female highest-paid athletes” in ’11 (USATODAY.com, 3/19).
MOMMY DEAREST: SPORTSBUSINESS JOURNAL’s Tripp Mickle notes Gold medal-winning beach volleyball player Kerri Walsh, who has two children under the age of two, recently signed a deal “based on Walsh’s motherhood: a Pampers endorsement for Walsh to promote USA-branded diapers and wipes.” Walsh is “not the only female athlete” making pitches to mothers, as Torres, U.S. women’s soccer D Christie Rampone, and swimmers Amanda Beard and Janet Evans have “all turned their role as mothers into endorsements with companies ranging from Buy Buy Baby to Jersey Mike’s, and from Evofem to McDonald’s.” Sandwich chain Jersey Mike’s, which “signed a three-year deal with Rampone, plans to use her to promote the chain’s offering of fast but healthy food to soccer moms and parents on the go.” CMOs at Jersey Mike’s and beverage and dietary supplement company FRS said that Rampone’s role as a mother of two “was critical to their decision" to sign her. Mickle notes Olympic sponsors “began making a concerted effort to tap into the expanded purchasing power of moms” in ’08 (SPORTSBUSINESS JOURNAL, 3/19 issue).
Return to top
MOMMY DEAREST: SPORTSBUSINESS JOURNAL’s Tripp Mickle notes Gold medal-winning beach volleyball player Kerri Walsh, who has two children under the age of two, recently signed a deal “based on Walsh’s motherhood: a Pampers endorsement for Walsh to promote USA-branded diapers and wipes.” Walsh is “not the only female athlete” making pitches to mothers, as Torres, U.S. women’s soccer D Christie Rampone, and swimmers Amanda Beard and Janet Evans have “all turned their role as mothers into endorsements with companies ranging from Buy Buy Baby to Jersey Mike’s, and from Evofem to McDonald’s.” Sandwich chain Jersey Mike’s, which “signed a three-year deal with Rampone, plans to use her to promote the chain’s offering of fast but healthy food to soccer moms and parents on the go.” CMOs at Jersey Mike’s and beverage and dietary supplement company FRS said that Rampone’s role as a mother of two “was critical to their decision" to sign her. Mickle notes Olympic sponsors “began making a concerted effort to tap into the expanded purchasing power of moms” in ’08 (SPORTSBUSINESS JOURNAL, 3/19 issue).
