Intersport International Corp. GmbH has partnered with The North Face for its first pan-European marketing campaign in the outdoor category, underlining the brand’s status as one of the few outdoor brands with a significant presence across most of the region.
The fact that Intersport, the world’s largest sporting goods retailer, would choose a North American brand for such a venture illustrates how fractured Europe’s outdoor industry remains 11 years after the launch of a single currency.
Alexandra Leichti, division coordinator/retail marketing and license services for Intersport, confirmed that the “More Jacket. More Adventure” campaign is rolling out across 14 countries this fall. It will include billboards, advertising in movie theaters and joint promotions with Intersport franchisees.
The North Face has also developed a special line for Intersport retailers, including a 3-in-1 Exploration Triclimate Jacket. Participating retailers will be mentioned in the regionally customized advertisements and commercials shown in movie theaters. The program could help independent specialty retailers maintain margins as more Europeans turn to online retailers in search of better deals.
Switzerland-based Intersport generated record sales of roughly $13 billion in 2012 through its more than 5,400 stores in 41 countries. The company forecasted flat sales this year due primarily to weather and continued slow growth in Europe, where most of its stores operate.
