LINDSEY VONN, MIA HAMM & DARA TORRES SHARE KOHL’S FASHION FINDS
Kohl’s is celebrating “the sport of shopping” with a new campaign featuring Olympic gold medalists Lindsey Vonn, Mia Hamm and Dara Torres. “Shop to Win” follows the three competitors as they experience Kohl’s fashion offerings. It’s the first time the brand has used Olympic athletes in its marketing efforts.
“The campaign depicts shopping as a sport and captures the emotion felt when women search for, and find, great deals for themselves and their families. We are confident this will resonate with women who are seeking great style at a great value” said Julie Gardner, Kohl’s executive vice president and chief marketing officer.
The athletes liken their shopping experiences to their sport, utilizing descriptions like “your hearts pounding, your pulse is racing, it’s a real adrenaline rush” and “when I’m out there, I’m totally in the zone.” The campaign is meant to embody these emotions that an athlete feels during competition and how that parallels that to the excitement of being a savvy customer and scoring deals on fashion finds.
When asked about Kohl’s decision to use of athletes, Vonn said: “As a woman, whenever you go shopping, you have goals so it’s kind of a similarity with sports and athletes. When you go to shop, you want a great deal, you want to feel like you’ve won something.”
Each of the athletes’ also created a “Haul of Fame” videos, where they showcased their top fashion picks from Kohl’s. Consumers can get in on the action as well, by uploading a “haul” video of their own for a chance to win a prize or vote on other uploaded haul videos. Each week of the promotion, five winners will receive a $500 Kohl’s gift card. For more information on the promotion, visit here. For a list of store locations or to shop online, visit www.kohls.com.
Check out the Olympians in their “Haul of Fame” videos: