Kohl’s Deal with The Color Run Showcases New Focus on Active and Outdoor Space

Kohl’s Department Stores, which began  targeting the active, outdoor and wellness space in the fourth quarter as part of a three-year strategic initiative, has signed on as the exclusive department store partner with The Color Run. The partnership calls for select Kohl’s stores to serve as the packet pick-up location in more than 100 cities across the country, where Kohl's will showcase Nike, Fitbit, Adidas, Gaiam, Fila Sport, Asics and other brands.

Kohl's will also have a social presence at each race and encourage participants to take and share celebratory photos with their friends and family across social accounts using #MakeYourMove.

Kohl’s kicked off Make Your Move in early January with social media as well as advertising on The Biggest Loser and the Today Show. The new emphasis on fitness is one of five pillars in a strategic plan KSS unveiled in October to win back customers who have defected to the off-price and online channels in recent years by offering a more inspirational experience.

The health and wellness pillar calls for offering more national running, yoga, outdoor and consumer electronics brands to help families fulfill their health and wellness goals.  To demonstrate its commitment, KSS gave Fila, Adidas and Nike a bigger presence at its stores during the holidays.  This spring it will launch a line of yoga products developed in partnership with Gaiam Inc. KSS is also pushing Fitbit activity trackers hard.

KSS is also elevating the presence of Columbia in its stores and plans to greatly expand its assortment of outdoor recreation brands over the next year.

“Our families are very active and they love the outdoors,” said EVP and GMM Jeff Manby in an Oct. 29 investor presentation where he and other executives laid out the company's strategy. “45 percent hike, 41 percent bike, and 40 percent camp. This is a big opportunity for us, and one where we really believe we can win.”
KSS is also increasing its assortment of juicers and fitness trackers to support the initiative.

Finally, the retailer is shifting marketing dollars from inserts toward social media and digital marketing to engage customers one-on-one. In the fourth quarter, half of KSS's online sales of active lifestyle products were made through “web exclusives,” according to Manby.

“We will lead in active, we will build outdoor recreation, and we will expand wellness,” Manby vowed  in October.