Sports Chalet turns to PR agency to re-establish brand

LOS ANGELES — Specialty sporting goods retailer Sport Chalet is looking to public relations boutique agency Formula PR to help establish its brand as a leader within the active lifestyle industry.

The multi-faceted program will focus on elevating visibility around Sport Chalet’s in-house health and fitness experts, heightening regional awareness through interactive events and custom programs, in addition to connecting with consumers, and positioning the brand as the go-to resource for education, training and gear in the vast sports arena.

“We couldn’t be more excited about our new partnership with Formula and the aggressive, forward-thinking program in place,” said Craig Levra, chairman and CEO of Sport Chalet. “We are extremely confident in our decision to team with an agency that’s well-versed in the category. This collaboration will reinforce our industry-leading position and incite buzz among those passionate about getting fit, as we help remove barriers to enable them to pursue the activities they love.”

The Sport Chalet account will be managed by the sports and entertainment division of Formula PR, located in Los Angeles.

“We are thrilled with the opportunity to work with such a renowned powerhouse as Sport Chalet. The partnership represents a big win as it coincides with our agency’s understanding and expertise of the sports marketplace,” said Michael Olguin, president and founder of Formula PR.

Sport Chalet is full service specialty sporting goods retailer featuring the industry’s top sports brands in apparel, footwear and sports equipment. Founded in 1959 by Norbert Olberz, the company has 53 stores in Arizona, California, Nevada and Utah, as well as its e-commerce site. It offers more than 50 specialty services for the sports enthusiast, including online same day delivery, climbing, backcountry skiing, ski mountaineering, avalanche education, and mountain trekking instruction, car rack installation, snowboard and ski rental and repair, Scuba training and certification, Scuba boat charters, team sales, gait analysis, baseball/softball glove steaming and lacing, racquet stringing, and bicycle tune-up and repair at its store locations.