Hasta La Creative!

Kohl’s, which like most of its competition has struggled to attract shoppers in recent years, is breaking a marketing campaign this week to tell consumers it is now selling Under Armour products in stores and online. Company representatives have called the biggest brand launchin terms of product in Kohl’s history.

“We think there’s such massive opportunity with Under Armour in categories like women’s apparel, our children’s apparel and footwear that they really could impact the overall business,” said Kevin Mansell, chief executive of Kohl’s, on a conference call earlier this month.

Product, spanning across categories including accessories, has already started to roll out in stores in recent weeks. Three 30-second TV broadcast spots will begin airing this week, and Kohl’s is also planning a robust social media presence around the launch. The retailer, which spent $306.5 million on measured media in the U.S. in 2015 according to Ad Age’s Datacenter, worked with agencies Anomaly and Huge on the campaign.

Continue reading at AdAge.com