sportFACHHANDEL running 4_2015

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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.”
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