Running Specialty Group to unify all stores under one brand

The Running Specialty Group is uniting its various store banners under one of its newest brands: JackRabbit.



The Running Group, a division of The Finish Line, operates 76 specialty running stores under some 15 individual banners, including JackRabbit, The Running Company, Run On!, Blue Mile, and Boulder Running Company. The company will rebrand all the stores as JackRabbit, taking an omnichannel approach that includes a new logo, e-commerce site, and an enhanced social presence. The Running Group acquired JackRabbit in March.



“JackRabbit is a vibrant and distinctive name that evokes an active lifestyle. It speaks to running enthusiasts, coaches and friends and will elevate our consumer and community experiences at every touch-point with a seamless, omnichannel approach,” said Bill Kirkendall, president of Running Specialty Group.



The rebranding initiative will start in November, starting with six locations in the New York market and a regional in-store and digital campaign surrounding the New York City Marathon. From there, the company plans to roll out the JackRabbit brand nationwide surrounding key running specialty events. The total campaign will take place over the next 24 months.