Menu
Marketing and Sponsorship

Large Retailers Looking To Branded Performance/Athleisure To Attract Customers

Retailers J.C. Penney and Kohl’s are “trying to be activewear destinations with multiple national brands and private labels of both athleisure and performance apparel and shoes for the whole family,” according to Maria Halkias of the DALLAS MORNING NEWS. J.C. Penney has “carved out 500-square-feet of prominent space in the men’s departments of 600 stores for Nike shops,” and has “expanded” the brand into women’s, children’s and special sizes. J.C. Penney Exec VP & Chief Merchant John Tighe said, “We want to have the best expression of Nike in any department store.” He said that athletic apparel has been the "fastest growing category in the store.” Halkias noted J.C. Penney’s own Xersion athletic line has also been “key to its efforts to increase private brands” from about 50% to 65% of sales. The retailer “plans to feature Nike throughout its marketing.” J.C. Penney on its web site also will “sell extended colors and sizes of Nike products including big and tall sizes for men.” The retailer “tested the Nike shop last summer with the brand’s input at a store in Portland.” The shops are “distinguished by graphics, updated fixtures, mannequins and a large signature Nike swoosh hanging from the ceiling.” Meanwhile, Kohl’s Chief Merchandising & Customer Officer Michelle Gass last summer said Under Armour “will be, if not the, one of the biggest launches in the history of Kohl’s.” Kohl’s since '07 has had an "exclusive licensing agreement” with Fila (DALLAS MORNING NEWS, 1/16).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2017/01/17/Marketing-and-Sponsorship/JC-Penney.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2017/01/17/Marketing-and-Sponsorship/JC-Penney.aspx

CLOSE