For a brand trying to reach Generation Z consumers, standing for something bigger than the sale is a prerequisite, said Gold Medal-winning gymnast Aly Raisman. Raisman appeared on stage at the Octagon Sports Marketing Symposium with Aerie Senior VP/Marketing Stacey McCormick, whose company is a $700M intimate apparel brand that has hired Raisman as an endorser. Aerie famously does not re-touch its creative, emphasizing body positivity in women and girls. “This younger generation is so much smarter than people give them credit for, because they have such integrity,” Raisman said. “They will go to Aerie because they like what they stand for, which is really cool to me. When I was in high school I had no idea. Everyone had the same kind of backpack and I wanted that backpack too.” McCormick said of teens and younger: “It can’t be a campaign. It can’t be something you launch and three weeks later you’re onto the next. It has to be woven into everything you do. They’re wise to it. And we love it.”
SHARED COMMITMENT: McCormick said there is no limit to what Aerie and Raisman can accomplish together because they share a commitment to using their brand and status for good. In addition to the intimate apparel sales and body-image work, Aerie has supported Raisman’s work with Darkness to Light, a nonprofit that fights child sexual abuse. ”I don't think there is a ceiling,” McCormick said. “I think it’s just a matter of continuing what we’re doing, spreading the word about our shared mission. The beauty of what we’re doing is that Aly is part of our platform, and we’re helping her with hers.” Raisman: “It’s very, very appreciated, and it obviously means a lot to me. I’m passionate about making sports safe for kids, and safe everywhere, so obviously having a brand like Aerie help that has such a huge platform, it can only help."
