The Running Specialty Group (RSG), an operating segment of The Finish Line Inc., announced a strategic, gradual rebranding initiative to evolve its entire family of specialty running destinations under one unified brand JackRabbit.
The company will begin its transition to the new branding with an omnichannel approach which includes a new logo, e-commerce site, an enhanced social presence and “Where FIT Happens” community approach. The transition will occur in six store locations in the New York market in November centered on the marathon.
“We’re excited to have multiple locations in the region coming together under the JackRabbit brand,” said Bill Kirkendall, president of Running Specialty Group. “JackRabbit is a vibrant and distinctive name that evokes an active lifestyle. It speaks to running enthusiasts, coaches and friends and will elevate our consumer and community experiences at every touch point with a seamless, omnichannel approach.”
“The evolution to JackRabbit will truly take flight within the New York community and we’re excited for this next chapter of our brand story,” said Frank Pruitt, senior vice president of brand strategy and experience at RSG. JackRabbit activations this November will include a regional in-store and digital campaign surrounding the New York City Marathon with an elevated presence at the health and wellness expo. Following that, the company plans to roll out the JackRabbit brand across the country surrounding key running specialty events over the next 24 months. The new JackRabbit.com will serve as the e-commerce site for all re-branded stores.
”We will continue to invest in all of our stores throughout this rollout to be competitive and relevant to our customers,” added Pruitt. “Through this community-based approach, we will elevate the premium customer experience while incorporating core elements that align with our mission to inspire, connect and serve runners everywhere as they make “FIT” happen every day.”
The Running Specialty Group (RSG) encompasses 76 specialty running stores in 17 states and the District of Columbia under the JackRabbit, The Running Company, Run On!, Blue Mile, Boulder Running Company, Roncker’s Running Spot, Running Fit, VA Runner, Capital RunWalk, Richmond RoadRunner, Garry Gribble’s Running Sports, Run Colorado, Raleigh Running Outfitters, Striders and Indiana Running Company banners.
On Friday, RSG parent The Finish Line Inc., reported fiscal second quarter earnings rose 3.5 percent to $483.2