Sports Authority chooses Team Detroit in repositioning

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Sports Authority selected Team Detroit to handle a brand repositioning that's expected to include several direct elements.

The assignment includes a new brand positioning for the 462-store chain, to differentiate it from other retailers, said Brad Audet, executive VP, managing director at Team Detroit. It's expected to include digital, mobile, social and direct media, although there have been no specific talks on direct efforts yet, he said.

“Direct has been a key piece of their strategy so we will get engaged in that,” he said. Audet noted that direct and digital marketing are both strong areas of interest for Sports Authority, and the assignment is for an “all-inclusive” relationship.  

“E-commerce is a significant distribution channel for them,” said Audet. “We'll be working with them on ensuring they have a best-in-class digital customer experience.”

Additionally, Audet anticipated the efforts will include social media and mobile channels. Sports Authority was not immediately available for comment, but Jeff Schumacher, executive VP, CMO and CSO, said in a statement that "Team Detroit demonstrated heightened strategic and creative thinking and a deep understanding of our customer in-market and in-store."

The company said the selection of Team Detroit followed a review that began in May.

“Our relationship is designed to manage the entire customer experience, all of the upstream awareness-building, down to the customer experience in-store,” added Audet. “Mobile will be a piece of it, social will be a piece of it, absolutely.”

The sporting-goods chain chose the WPP Group unit as its new agency of record, replacing Interpublic Group's Deutsch and Post Central, which had split the media and creative accounts, reported AdAge.

In July, Sports Authority signed Allurent to provide technology to improve its website and boost its presence on social media sites.

Audet would not disclose the size of the account, but measured media has been previously reported to be about $35 million. He said the first efforts will break around the holidays, and more will hit after the new year.

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