sportFACHHANDEL running 4_2015

18 TITLE sportFACHHANDEL – running
4.2016
Workout with
weights ...
... or a run in the
morning: Woman
nowadays enjoy every
kind of sport!
Appealingly stage the key styles
in the shop, compile entire
women’s or female e runner’s
relevant ranges in at the POS
in entire outfits. Keep it fresh,
a sensible product flow makes
people curious, generates attenti-
on and creates purchase impulses.”
Puma also bet on special shop-in-shop concepts at the
point of sale when it comes to the topic of women
and thereby shows an appealing cross category mix
between performance and sports style products under
the motto of “From the runway to the Gym“, since
women today no longer buy in certain categories but
rather want to be newly inspired and “mix & match”
various styles. At New Balance they can even
examine these in an own women’s catalogue and
combine accordingly.
Fitness is an attitude towards life. Staying
fit, regularly doing sport and a balanced diet
isn’t only in full trend but also make up the
base for a healthy life. That means many
women may search for an individual style
for their workout but also prefer this look in
their leisure time and everyday life. “With the
female consumers we see a large trend towards
stylish products that can’t only be worn while
running or at the gym, but rather can also be
worn during leisure time. “, Adidas spokesman
Oliver
Brüggen
explains.
Additionally,
women like to
compare themselves
with likeminded people or
young, inspiring idols: ”A brand ambassador for the
new Women’s training campaign was found in the US
American reality TV star Kylie Jenner, who represents
the young and bright future of fashion and fitness for
women“, Puma believes. „That’s also why we let the
Fierce Campaign be photographed by Lauren Dukoff.
The motives will appear in a multitude of media
worldwide – including Print, Digital and Out of Home.
Additionally there will be an activation in social media.
This includes a challenge that invokes the consumers
to show how they best style the model. The matching
inspiration for that comes from women like Kylie
Jenner. Users who post the coolest look in and on the
way to the gym with the hashtag #FOREVERFIERCE
can win parts of the up-to-date Puma collection as a
bonus.”
Asics also presents the new “Want it more“ campaign
around the new FuzeX running collection with special
gender motives: ”Style and Look play a dominant role.
Doing sports, especially for women, means “Seeing and
being seen”, so it’s only obvious that one would like to
define oneself through a specific style, especially at a
studio or gym.”