Kohl’s and Under Armour: Behind the Biggest Brand Launch in Kohl’s History

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Kohl’s, which has struggled to attract shoppers as it deals with digital competition from the likes of Amazon, has released a marketing campaign to tell consumers it is now selling Under Armour products in stores and online. Company representatives have called it the biggest brand launch—in terms of product— in Kohl’s history.

The sportswear maker is now selling its apparel, accessories and footwear at all of Kohl’s 1,160 stores in a move that will give Under Armour much greater reach with women customers, while giving Kohl’s a new way to set itself apart from some department store rivals.

The partnership is expected to make Kohl’s more of a destination for wellness. Under Armour is also expected to help Kohl’s attract a younger consumer who might otherwise have shopped elsewhere for the active wear brand.

“Kohl’s represents an exciting retail partnership that allows us to connect with a broad base of consumers who are on health and fitness journeys to be their very best,” said Adrienne Lofton, senior VP-global brand management at Under Armour,

Focusing on wellness is a smart strategy considering the category has already proved a significant advantage for a struggling Kohl’s. Last year, sales of active and wellness products grew by double-digits, and the chain has expanded its in-store active areas by as much as 30%.

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