Finish Line Inc. launched #WeAreMore, an exclusive collaboration with Reebok and brand athlete Aly Raisman, set to launch October 11. The campaign, which includes exclusive imagery and video content, coincides with the retailer’s launch of a new #WeAreMore YouTube channel and personalized women’s homepage – its latest efforts to drive engagement with the female consumer.
“We’ve always served our girl,” said Alyssa Smith, vice president and division merchandise manager for accessories, women’s and kid’s footwear and apparel at Finish Line. “Now we’re building on that foundation, in partnership with our brands, to showcase ‘her’ versatility – she is much more than what meets the eye – while offering inspiration for her unique competitive style.” Smith added, “Aly truly exemplifies ‘competitive style’ which makes her a great ambassador for telling the greater #WeAreMore story.”
Raisman is the latest celebrity influencer the retailer has partnered with to showcase #WeAreMore. On September 13, the gymnast took over the Finish Line Women Snapchat account while in New York City to offer followers a sneak peek of the photo shoot which produced the retailer’s highest engaging female content to date.
“Finish Line’s #WeAreMore is more than a campaign – it’s a commitment to the female consumer with a renewed focus on bringing the most relevant brand experience to her through a curated selection of the latest and greatest women’s product on the market in colorways and silhouettes she wants,” added Smith.
The #WeAreMore experience is centered on three key pillars: versatility, community and inspiration. With a philosophy of breaking down the stereotypes, the retailer is launching a new personalized homepage for women with content populated by individual style posts from consumers who tag #WeAreMore.
In addition to dedicated online spaces to share experiences, find inspiration and be a part of the brand community, Finish Line has been sprinkling #WeAreMore Stylists within its fleet and hosting special in-store events in select markets targeting its female Winner’s Circle loyalty program members.