Sports Retailer Runs With Special Issue to Tout Nike Agreement

Share this content:
Finish Line, Indianapolis, will promote its new partnership with Nike this month by dropping 800,000 copies of its inhouse quarterly magazine SPIKE to its database of customers.

The athletic shoe and apparel retailer recently signed an agreement with Nike making it the exclusive provider of a number of Nike running shoes, apparel items and equipment. The next issue of SPIKE will be called the Running Issue and will highlight the agreement with Nike along with a number of the products it offers exclusively.

A feature article on Steve Prefontaine, a long-distance runner who was the first athlete to be signed to the Nike stable, will be the centerpiece of the issue.

The magazine drop will be accompanied by a TV campaign that will start running on national cable channels such as MTV, Comedy Central, TBS and TNT soon after Feb. 10, when Finish Line expects its subscribers to have received their issues of SPIKE.

"The February issue of SPIKE is not going to totally be dedicated to the agreement with Nike," said Matt Georgi, marketing communications manager at Finish Line. "But we thought it would be a logical move to start promoting the agreement and dedicate the issue to running shoes and apparel."

There is going to be mention of this agreement in the April issue of SPIKE as well, he said, but not as much.

"We will continue to promote the exclusive products in the magazine and the ones that we have a lead time on," Georgi said.

A second commercial will begin airing in March with a third to follow toward the end of summer.

Georgi said there is going to be a Web component for this initiative "up and running by June," but no details were yet available. The campaign will extend to grassroots running events and in-store marketing efforts as well.

Finish Line has 410 retail locations in shopping malls throughout the country. A large portion of the locations are concentrated in the Midwest and on the East Coast.

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above