MBT Brand Opens Premiere In-Shop Retail Concept In U.S.
MBT has opened its first U.S. shop-in-shop retail concept, located in Footwear Etc.’s newly opened store, The Core, in Palo Alto, CA. MBT has launched a national advertising campaign, titled “MBT. Love the way they make you feel,” which includes point-of-sale displays in the newly opened store at The Core.
“Northern California is the ideal market for our first in-shop U.S. retail concept - people there place a high value on health and wellness, and their lifestyles demand footwear that can transition from day to night, work to play,” said MBT CEO Jan Stig Andersen.
MBT’s grand opening of the concept shop coincides with its new partnership with Education for All Children (EFAC), a New Hampshire-based nonprofit organization that provides secondary-school scholarships for underprivileged children in Kenya. Twenty percent of the children who benefit from EFAC are members of the Masai tribe, the inspiration for the MBT brand. A portion of proceeds from the sale of all MBTs at The Core will go directly to Education for All Children.
Reebok Launches RealFlex Footwear
Reebok has launched RealFlex footwear, a first-of-its-kind running and training shoe designed to promote natural movement. RealFlex features 76 independent sensors on the bottom of the shoe strategically positioned to twist, bend, expand, and support to help athletes’ feet move naturally. The sensors work together throughout the athlete’s stride to help provide all the benefits of barefoot running,. The result -- the natural movement your foot biomechanically needs, with the protection to keep the foot safe from everyday elements.
Reebok’s RealFlex launch will be supported by an integrated marketing campaign. The campaign spans tv, digital, print and in-store with interactive elements that allow consumers to virtually sample the RealFlex technology.
Display With Countdown Clock Supports Bauer Vapor Launch
The Bauer Vapor APX Display has an LED countdown clock counting down the days, hours, minutes and seconds until the official launch when the skate can be physically handled. A built in sensor when activated produces ten seconds of sound effects consisting of high tech music and the sound of skate blades cutting into ice. Twelve LED lights sequentially illuminate the bottom of the skate and its stainless steel/high grade aluminum blade. After a month long “teaser” the clear acrylic cover is removed and the skate is revealed along with its features and benefits.
A 2-D Matrix on the backwall allows consumers to use their smart phones to receive additional information about the skate. The skate can then be merchandised three ways: within the pedestal, as a counter unit, or on slat wall. The Bauer Vapor APX display was produced by the Aronson Group, an Englewood, NJ-based point-of-purchase display firm.
Under Armour Basketball Shoe Launch. Under Armour wanted a product line launch which was all about acquiring mindshare that grabbed the consumer's attention as soon as he walked into the store. The design accomplished this through visibility, flexibility and versatility. The display grouping featured distinct basketball court imagery along with the vibrant brand colors of yellow and black and the unique juked yellow arrow. This display won a Gold OMA in the Sports Equipment Category and was created by Harbor Industries, Inc., 14130 172nd Street, Grand Haven, Michigan 49417; (Web site) www.harbor-ind.com
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