Sports Sponsorships

Apparel retailer Express has been building its brand and upping its cool factor among millennials by signing up famous athletes and models to serve as “brand ambassadors.”

It’s just one of several tactics that the chain is using to drive its performance under the leadership of CEO David Kornberg, who took the reins in January 2015.

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J.C. Penney is teaming up with WWE to launch a new line of performance apparel for men and women.

Tapout, a global fitness and training brand recently re-launched by WWE and Authentic Brands Group, is now available in nearly 300 J.C. Penney stores and at jcp.com, with plans to launch a women’s collection this summer.

Hy-Vee has partnered with the Pinky Swear Foundation to sponsor several Hy-Vee Pinky Swear Kids Triathlons in cities across the Midwest. The partnership will help with the foundation’s efforts to raise funds and awareness for the families of children who are suffering from cancer.

Hy-Vee is collaborating with the foundation to bring youth triathlons to several of the communities it serves. In summer 2016, races will be held in Des Moines, Minneapolis, Chanhassen, Omaha, the Quad Cities and Kansas City.

Nike’s newest factory store, in Lubbock, Texas, draws inspiration from the area’s local sport culture, with special emphasis on its deep roots in football.

The local imagery in the store includes a declaration to be “Texas Tested,” which responds to the famous suggestion that if you can pass the Texas test, you can pass any test.

Retailers who sell Calvin Klein brand apparel are watching sales closely to see how the fashion brand is impacted by a new deal with pop star Justin Bieber that changes how brands engage with celebrities to drive sales.

Bieber has embarked on a world tour for the first time in four years to support his new best-selling album "Purpose" – and help sell Calvin Klein products. That’s good news for retailers because Bieber has lots of fans and the Calvin Klein brand will be deeply woven into live performances and integrated into social media efforts.

The “March Madness” college basketball tournament will no doubt a major trending topic on social media for the next few weeks, and sporting goods retailer The Finish Line Inc. is joining the craziness.

The Finish Line is offering customers two opportunities to digitally celebrate March Madness games this year. The retailer is offering a Finish Line Bracket Challenge for its Winner’s Circle loyalty program members with a top prize of $5,000, as well as the #CallYourShot social campaign that will last the duration of the tournament.

The 2,200 unit Bridgestone Retail Operations chain of automotive stores is drawing inspiration from a gold medal winning Olympic sprinter to help accelerate its performance.

Dick's Sporting Goods is launching an emotional omnichannel campaign as part of its sponsorship of Team USA.

The TV and digital effort tells the story of everyday sacrifices made by Olympic/Paralympic-hopeful athletes, and it prominently features five Team USA Contenders who are currently employed in Dick's stores nationwide.