Finish Line increases commitment to female shoppers

Mike Mozart / CC BY 2.0(Mike Mozart / (CC BY 2.0)

Athletic retailer Finish Line launches an exclusive collaboration with Reebok and athlete Aly Raisman to bolster its female brand experience. The campaign, which features imagery and video content, coincides with the launch of a new YouTube channel and a personalized women's homepage.

YouTube channel #WeAreMore is part of the brand's latest efforts to drive engagement with the female consumer.

“We’ve always served our girl,” said Alyssa Smith, VP and division merchandise manager for accessories, women’s and kid’s footwear and apparel at Finish Line. “Now we’re building on that foundation, in partnership with our brands, to showcase ‘her’ versatility – she is much more than what meets the eye – while offering inspiration for her unique competitive style.”

Beyond the online commitment, Finish Line has been putting #WeAreMore Stylists within its fleet and hosting in-store events in select marketing to target its female Winner's Circle loyalty program members. Finish Line joins other athletic brands that are putting more money into their women's lines, such as Nike and Foot Locker.

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Other retailers putting an emphasis on female sports include Dick's Sporting Goods, which opened its first women's stores, the Chelsea Collective, in the summer of 2015.

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