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Sports Authority urges people to unplug this holiday


Sports Authority has kicked off its 2013 holiday ad campaign, “There’s Nothing Like the Gift of Sport.” The campaign’s message may resonate with those who are already athletically inclined, but will face challenges with XBox One or PlayStation4 aficionados.

The campaign seeks to persuade people to “unplug” this holiday season and embrace sports, a move which has the potential of generating traffic in stores and online as people shop for everything from sneakers and workout clothes to fitness equipment and sports gear.

TV commercials have begun airing and feature real amateur athletes declaring, “There’s Nothing Like the Gift of Sport.” The campaign then highlights its broad assortment of footwear, apparel and team sports.

“One of the goals for this year’s holiday campaign was to bring to life ‘All Things Sporting Good,’” stated Paul M. Okimoto, CMO of Sports Authority. “We are confident our new campaign will illustrate the enduring moments that the gift of sport offers and get our customers excited to shop at Sports Authority locations and online for their holiday gifts this year.”

To further incentivize people to unplug, the retailer is offering a $500,000 holiday sweepstakes. Now through Dec. 25, customers are eligible to enter every day for the chance to win. Five grand prize winners will win a trip to a live sporting event of their choice, valued at $25,000 each; 100 runners up will win $1,000 shopping sprees; and 100 weekly winners will receive $250 Sports Authority gift cards each.

Headquartered in Englewood, Colo., Sports Authority operates more than 475 locations across 43 states.

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